Situation:

KFC faced a challenge in Costa Rica to promote its $1 Genius Menu and reach a wider audience in the country.

Brief:

KFC wants to achieve a significant increase in awareness of the Genius Menu, generate engagement and buzz on social media, and ultimately drive sales with a measurable increase in revenue using creative and a originality messaging to stand out and capture attention. The campaign should run for a month and be optimized for cost-effectiveness and maximum impact.

Objectives:

- Increase awareness of the $1 Genius Menu

- Drive sales

- Generate engagement and buzz on social media

We noticed that Costa Rican influencers rarely look directly at the camera in their photos. We saw an opportunity to use this behavior to our advantage and create a campaign that would drive engagement, increase awareness, and ultimately boost sales of KFC's $1 Genius Menu.

We developed a social media strategy that involved responding in real time to influencers' not looking to camera photo post with a funny Instagram story, we tag them, suggesting that they were looking at our amazing $1 Genius Menu. So we do this with 250 Influencers photos post, and it was a win-win, KFC got great exposure because they repost our stories (because we are KFC, big brand) and influencers where happy with they new followers. We did this for one month. The best of all, we didn't pay them, everything was organic.

• Data gathering: We analyzed the behavior of Costa Rican influencers on social media, particularly their tendency don't look at camera in their photos.

• Target audience: "Genius Menu" is an affordable menu at KFC aimed at the Generation Z.

• Relevance to social platform: Influencers mostly upload their photos not looking at the camera on Instagram, and we took advantage of this opportunity that no one had seen

• Approach: We responded in real time to influencers' not looking to camera photo posts with a funny Instagram-story, tagging them and suggesting that they were looking at our Genius Menu. We did this with 250 influencers' photos and it was a win-win: KFC gained great exposure from reposting our stories, and influencers were happy with their new followers. Best of all, everything was organic, and we didn't have to pay any influencers

The execution of our campaign involved responding in real-time to Costa Rican influencers' Instagram photo post that showed them not looking directly at the camera. Every time a Costa Rican influencer post a don't looking to the camera photo, we respond in real time with a Instagram Story suggesting that they were looking at our amazing $1 Genius Menu. Two influencers tried to sue us, but our lawyers confirmed that everything was ok.

We implemented the campaign over a period of one month, during which we monitored influencers' posts and responded to them quickly to maximize engagement.

The scale of the campaign was large, as we reached out to 250 influencers and responded to a significant number of their posts in real-time. Overall, the execution was highly effective in increasing engagement and awareness, as well as driving sales of KFC's $1 Genius Menu.

Reach: The campaign achieved over 2.5 million users on Instagram, exceeding our initial target of 1.5 million.

• Sales: The $1 Genius Menu sales increased by 54%, exceeding our target of 30% growth.

• $0: We didn't pay any influencers for their usage, two of them tried to sue us, but our lawyers told us that everything was fine because it was our own content, so we continued.

• Earned Media: The campaign generated $250,000 in earned media over a one-month period

• Engagement: We received over 10,000 reactions on Instagram during the campaign period, a 10,000% increase compared to the previous month.

• Brand perception: The campaign had a positive impact on KFC's brand perception, as evidenced by the influencers sharing our stories

• Achievement against business targets: The campaign exceeded all business targets, resulting in a positive ROI for KFC.