KFC | 11 Herbs & Spices|短视频|广告营销案例【ADGuider广告指南】

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肯德基 | 11 种草药和香料

案例简介：概要如今，当谈到快餐时，人们是滥交的，因此，快餐类别是由新闻驱动的。这都是关于一天的交易，什么渴望首先出现在脑海中，或者什么是新的和有趣的。对于像肯德基这样的品牌来说，这意味着你必须留在新闻、文化和头脑中才能生存。幸运的是，肯德基拥有世界上最具标志性的秘密食谱之一: 11 种草药和香料。但近年来，该品牌在推广方面做得很少。在一个与众不同是关键的类别中，我们为什么不利用这种品牌资产来获得优势？目标很简单: 利用肯德基的社交渠道来提高人们对 11 种草药和香料的认识和参与。但这也意味着吸引更广泛、更年轻的观众来谈论和分享这个信息 -- 这是说起来容易做起来难的事情。战略我们首先问自己，为什么一个品牌需要在推特上关注 35,000 用户。与这些账户没有真正的互动，肯德基紧随其后的重要性也因为这个数字而消失了。通过违背惯例，抛弃肯德基遵循的所有账户，我们能够在人们的视线中隐藏一个关于这个著名食谱的微妙笑话。重要的是，这不是强迫通过媒体获得或付费来保持真正的兴趣。否则，我们可能会失去肯德基推特页面上 “复活节彩蛋” 发现的固有传递价值。通过不通过公关或媒体来推动这个笑话，这个笑话的发现引发了真正的社交行为和分享 -- 推特用户不太可能与广告或推广推特打交道。虽然我们不确定它是否会被发现，但我们知道潜在的上涨是值得的。相关性这 11 种草药和香料是世界上最具标志性的食谱，也是桑德斯上校自己发明的肯德基世界闻名的炸鸡的基础。但是肯德基几乎没有推广这个秘密食谱。所以我们抛弃了肯德基在推特上关注的所有 35,000 个账户，只关注了 11 个: 5 个辣妹和 6 个名叫赫伯的家伙。11 草药和香料。然后我们等着。当这个笑话最终被发现时，它很快就着火了，出现在全球的新闻和媒体上。25亿印象和 360,000 后来提到，世界正在谈论肯德基的炸鸡食谱。结果我们从未预料到它会有多大。仅在最初的 48 小时内，我们的复活节彩蛋就在推特上产生了 1.6 次提及。多亏了 @ edgette22 的推特，肯德基的 11 种草药和香料几乎随处可见，在诸如 Thrillist 、 Time 、 Uproxx 、 Fox News 、 Complex 、 Food & Wine 、 Refinery29 、 Eater 等地方, 赫芬顿邮报、 AV 俱乐部、 CNET 和 BuzzFeed，仅举几例。它甚至传播到全球各地，出现在像太阳这样的地方，在美国有线电视新闻网菲律宾，以及澳大利亚的 Lifehacker。这是 Reddit 头版上的第一个帖子，有超过 113,000 张选票，流行的 Instagrammer @ fuckjerry 发布了它，收集了超过 486,000 个赞。它甚至在知道你的迷因上永垂不朽。到目前为止，他的推特已经超过 317,000 条转发和 707,000 个喜欢。最重要的是，除了我们发给我们勇敢的推特侦探的那幅画，推特上的笑话没有任何价值。执行种植复活节彩蛋后，我们等着。并等待。并等待。最后，一名推特用户迈克 “@ edgette22” Edge 在推特上发布了他的发现。虽然他不是第一个这样做的人，但他的推特引发了一股谈话的旋风。在几天之内，他的推文开始积累成千上万的喜欢和转发。全国各地的新闻媒体开始报道这个故事。我们很快回复了他，要求他在准备好的时候伸出手来，这既是对他最初推特的引用 (“肯德基关注 11 个账户。5 个辣妹和 6 个叫赫伯的家伙。11 草药和香料。我需要时间来处理这个问题。”) 和一种微妙的方式来为我们争取更多的时间来准备我们的回应。为了奖励 @ edgette22，我们给他寄了一幅他和上校的画，这也给了我们一个新的报道。活动描述简单地分享一条关于 11 种草药和香料的推特或 Instagram 帖子对我们没有任何好处。这只是从快餐品牌试图谈论他们的成分或过程中看到的另一则广告。如果我们要实现我们的意识和参与目标，我们需要以更意想不到的方式使用社交平台。因此，我们的想法很简单，而不是传播我们关于 11 种草药和香料的信息: 在肯德基的推特账户里隐藏了一个复活节彩蛋，只关注了 11 个人 -- 6 个名叫赫伯的男人和 5 个辣妹。我们悄悄地离开肯德基跟踪的 35,000 个账户，跟着我们的草药和香料，然后等待。

肯德基 | 11 种草药和香料

案例简介：Synopsis These days, people are promiscuous when it comes to fast food, as a result, the fast food category is driven by news. It’s all about the deal of the day, what craving comes to mind first, or what’s new and interesting. For brands like KFC, this means you have to stay in the news, culture, and top of mind to survive. Lucky for KFC, it has one of the most iconic secret recipes in the world: the 11 herbs & spices. But in recent years, the brand had done little to promote it. In a category where being distinctive is key, why weren’t we using this brand asset to our advantage? The objective was simple: use KFC’s social channels to drive awareness and engagement around the 11 herbs & spices. But this also meant getting a broad, younger audience to talk about and share this message—something easier said than done. Strategy We started by asking ourselves why a brand needs to follow 35,000 users on Twitter. There’s no real interaction with any of these accounts and the significance of being followed by KFC was lost by the high number. By bucking convention and ditching all the accounts KFC followed, we were able to hide a subtle joke about the famous recipe in plain sight. It was important that this wasn’t force fed through the media—earned or paid—to maintain genuine interest. Otherwise we risked losing the inherent pass-around value of an “easter egg” discovery on KFC’s Twitter page. By not pushing it with PR or media, the discovery of the joke prompted true social behavior and sharing—something Twitter users would be less likely to do with an ad or promoted tweet. While we weren’t sure it would ever be found, we knew the potential upside was worth it. Relevancy The 11 Herbs & Spices is the world’s most iconic recipe and the foundation of KFC’s world-famous fried chicken, invented by Colonel Sanders himself. But KFC does little to promote this secret recipe. So we ditched all 35,000 accounts KFC followed on Twitter and followed just 11 back: 5 Spice Girls and 6 guys named Herb. 11 Herbs & Spices. Then we waited. When the joke was finally found, it quickly caught fire, showing up in news and media across the globe. 2.5 billion impressions and 360,000 mentions later, the world was talking about KFC’s fried chicken recipe. Outcome We never anticipated just how big it would be. In the first 48 hours alone, our easter egg generated 1.6M mentions on Twitter. Thanks to @edgette22’s tweet, KFC’s 11 herbs & spices were talked about nearly everywhere, in places like Thrillist, Time, Uproxx, Fox News, Complex, Food & Wine, Refinery29, Eater, Huffington Post, AV Club, CNET, and BuzzFeed, to name a few. It even spread across the globe, showing up in places like the Sun, on CNN Philippines, and in Lifehacker Australia. It was the #1 post on Reddit’s front page with over 113,000 upvotes, and popular Instagrammer @fuckjerry posted about it, gathering over 486,000 likes. It was even immortalized on Know Your Meme. To date, his tweet has over 317,000 retweets and 707,000 likes. Best of all, the Twitter joke cost nothing to execute, save for the painting we sent to our intrepid Twitter sleuth. Execution After planting our easter egg, we waited. And waited. And waited. Finally, one Twitter user, Mike “@edgette22” Edge, tweeted about his discovery. While he wasn’t the first to do so, something about his tweet set off a whirlwind of conversation. In a matter of days, his tweet began to rack up thousands upon thousands of likes and retweets. News outlets across the country began to pick up the story. We quickly replied to him, asking him to reach out when he was ready, which was both a reference to his original tweet (“KFC follows 11 accounts. 5 Spice Girls and 6 guys named Herb. 11 Herbs & Spices. I need time to process this.”) and a subtle way to buy us more time to prepare our response. To reward @edgette22, we sent him a painting of him with the Colonel, which also gave us one more boost of earned coverage. CampaignDescription Simply sharing a tweet or Instagram post about the 11 herbs & spices wouldn’t do us any good. It would just come across as yet another ad from a fast food brand trying to talk about their ingredients or process. If we were to meet our objective of both awareness AND engagement, we needed to use the social platforms in a more unexpected way. So rather than blasting out our message about the 11 herbs & spices, our idea was simple: hide an easter egg in KFC’s Twitter account by following only 11 people—six guys named Herb and all five Spice Girls. We quietly unfollowed the 35,000 accounts KFC was following, followed our Herbs and Spices, and then waited.