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ZDD
1.
2. Every fan of protein remembers the Double Down. At the end of 2013, KFC
came to us with some good news – it was coming back and this time it
would be packing some serious heat.
We needed to create excitement and get people talking about this
bun-less wonder they called the Zinger Double Down. It was clear that we
needed to do something different in the digital space to get the job done.
The campaign
3. A Zinger Double Down is a Hot Situation and, if you can handle that, you should be
able to handle anything. So we decided to teach people how to handle all kinds of
heat online with Gerrie Power's Guide to Handling a Hot Situation.
The big idea
29. How did we tell people
Social media & YouTube3
30.
31.
32.
33.
34. Video performance:
Target
400 - 500 views per video
Actuals
• The first video received the most views (12,654)
• Overall, there were 16,562 views across the three videos.
Social
The AVE valued at R1 786 811.
On non-promoted posts, an average of 150 likes was achieved
On product only posts, an average of 72 likes was achieved on posts featuring the Gerrie Power character.
On promoted posts an average of 4050 likes was achieved
An average of 20 comments was achieved on unpaid posts, and 252 comments on promoted posts.
Reward & Challenge: 20 entries or more on Twitter and Facebook was achieved through the #ZingerHeatHandled selfie competition alone.
Total Media Campaign performance - Social
* FACEBOOK – CTR Benchmark 2.64%
• Logo like ads have generated 10 411 fans @ R5.38 per fan
• Marketplace engagement ads have generated 62 946 actions – CRT 4.85%
• 42% video views
• 10% page likes
• 48% web clicks
Premium engagement ads have generated almost 15 503 actions – CTR 7.86%
• 43% video views
• 5% page likes
• 52% web clicks
