Kanokporn Kulsri pound to present :
With Kai Jai Ded making a long-awaited comeback, KFC had to find a way to penetrate the hearts and minds of consumers. Through analyzing social sentiment from the previous campaign we were able to soon realize that the level of spicy-ness was imperative in building a viral campaign.
This led to the concept of the Kai Jai Ded campaign, “Kai Jai Ded is More Spicy than…..”. This concept was built to also slightly challenge consumers to try our product, which we were sure was a lot spicier th an the typical meal.
What KFC did was penetrated into all relevant touchpoints to ensure that we can relay our message to consumers whenever they were hungry. The campaign started by first focusing on our own media, slowly changing our FB profile picture of to flames, causing an immense amount of curiosity to what was happening.
This was followed by the release of the product along with challenging consumers through owned posts and KOLs to try out product now. KFC was able to challenge other brands to help offer a solution the extreme spice, leading to over 100+ brands across various industries to engage with the KFC admin.
KOLs across Facebook, Twitter (trending hashtag), YouTube and TikTok are also an integral part of the campaign, with a key role of continuously building consumption intent. Within the first week of the campaign, we had over 6.5M organic reach along with 150,000+ organic engagement.
We had an earned media value of over 600,000 THB (online and offline news programs) with around 115 different brands engaging with the KFC admin. Highlighting how viral the campaign went in such a short period of time, with the Kai Jai Ded being in the heart of all conversation.
