The document summarizes a marketing campaign created by KFC to promote the return of its Zinger Double Down sandwich. The campaign featured videos starring a character named Gerrie Power who teaches people how to "handle heat" or difficult situations online. People could watch the videos on a microsite and choose their own journey through the videos. The goal was to generate over 400 views per video and promote the videos on social media platforms like Facebook and YouTube. The campaign was successful in receiving over 16,000 total views across the three videos and generating engagement on social media through likes, comments, and shares.

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

4. How did it work

5. How did it work?
Head over to the Zinger Double Down microsite1

7. How did it work?
Watch the videos of Gerrie Power’s guide to handling a hot situation2

9. How did it work?
Interact with the videos by choosing your own journey3

13. How did it work?
Submit your own heat handling solution at the end of each video4

15. The videos

20. The Zinger Double Down

22. How did we tell people

23. How did we tell people
Standard Google Display Network banners1

24. Option 1 Option 2 Option 3
Standard banners

26. How did we tell people
Banners retargeting2

27. Standard banners / Retargeting
Frame 1 Frame 2 Frame 3
Frame 3 Frame 4

29. How did we tell people
Social media & YouTube3

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