The Objective
In 2022, KFC re-introduced its infamous Daredevil Bites for a limited time only, featuring three levels of spices – Sweet Chilli, Fiery Buffalo, and Peri Peri Inferno. With a goal to promote the return of this popular menu item to as many people as possible, KFC came to TikTok for a campaign based on awareness and buzz.
The Solution
KFC utilised the TikTok Creative Exchange (TTCX) program, working with partner Uncovered , to build native creative perfectly tailored to TikTok. TikTok Creative Exchange gives instant access to a selection of the best TikTok creative partners in the industry, and facilitates efficient collaboration. Advertisers can manage creative projects through the portal in a simple workflow, designed to generate best in-class creative.
Ranging from humorous to aspirational, the suite of engaging and authentic videos were run as Spark Ads to great effect. And to boost the limited edition nature of their return, the brand utilised the Countdown Sticker which highlighted the fact that once the Daredevil Bites are gone, they're gone.
The Results
The KFC campaign performed perfectly, and smashed benchmarks across the board for the UK. An unprecedented awareness lift of 21.2% was recorded alongside a 33.8% lift in ad recall – 4x and 7x the UK norms respectively. Best of all, the campaign registered a 54.9% reduction in cost per mile when compared to benchmarks – achieving KFC’s objective with a seriously efficient spend.
