Kentucky Fried Chicken (KFC) Digital, Case study Search For The Goblins Bride [image] by Ogilvy & Mather Manila

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Search For The Goblins Bride [image]

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Industry Fast food
Media Digital, Interactive & Mobile, Case study
Market Philippines
Agency Ogilvy & Mather Manila
Director Jake Morales
Associate Creative Director Paulo Villones
Executive Creative Director Noah Valdez
Creative Director Donna Dimayuga
Released December 2016


Spikes Asia 2017
Digital Real-time Response Bronze Spike

Credits & Description

Client: Kfc
Agency: Ogilvy & Mather Philippines Makati City, The Philippines
Entrant: Ogilvy & Mather Philippines Makati City, The Philippines
Idea Creation: Ogilvy & Mather Philippines Makati City, The Philippines
Music Artist/Title: Https://
Creative Director: Donna Dimayuga (Ogilvy & Mather Philippines)
Associate Creative Director: Paulo Villones (Ogilvy & Mather Philippines)
Managing Director: Caloy Sambrano (Ogilvy & Mather Philippines)
Account Director: Emma Manalac (Ogilvy & Mather Philippines)
Account Manager: Randell Benitez (Ogilvy & Mather Philippines)
Project Manager: Mj Ramos (Ogilvy & Mather Philippines)
Executive Creative Director: Noah Valdez (Ogilvy & Mather Philippines)
Director: Jake Morales (Ogilvy & Mather Philippines)
Editor: Paolo Buenviaje (Ogilvy & Mather Philippines)
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Describe the campaign/entry:
In response to the trending topic of the Goblin-lookalike working in a KFC store, the brand came out with a promo that they know would tickle fans' hearts: The Search for the Lookalike Bride of the Lookalike Goblin.
In the original show, the role of the bride was played by Korean actress Kim Go-eun. And because Filipinos have a great fondness for Korean pop culture, thousands of entries came pouring in by the thousands. Engaging millions of both the Goblin show's and KFC's fans.
Creative Execution:
It only took one day for KFC to respond to the trending Facebook post about the lookalike Goblin working in one of their stores. With its immediate response through their official social media page, thousands of entries came pouring in. Social media followers were highly engaged, as millions of people interacted with the promo on Facebook. Online news and entertainment sites picked up the story, while KFC kept the conversation alive by posting more promotional photos of their lookalike Goblin in the succeeding days. After a week, one winner was revealed. And due to popular demand, we brought the winning lookalike Bride together with KFC's lookalike Goblin in a fun photoshoot – and social media cheered on.
The promo was an overwhelming success – getting almost a BILLION impressions, ALL of which are ORGANIC. Local and international news and media outlets picked up the promo and even got the attention of Korean channels. A total of 3.7 million post engagements was achieved, while 1.7 million people talked about how fast KFC responded to the trending topic. And with only a budget of 60,000 pesos (1200 USD), the returns were 33 times over, earning almost 2 million pesos (40000 USD) in media value – making this promo the brand’s most successful promo to date.
KFC's strategy is simple – to listen to what is currently engaging their market, and respond in its signature crazy innovative way. After getting tagged by numerous sources and seeing the traction that the lookalike employee is getting online, KFC knew they had to do something wildly engaging and entertaining for the fan base. And because Facebook is a highly interactive platform where promotions are highly relevant, KFC did not think twice of running the most engaging promo they could think of. Basing from the love story of the tremendously popular show, KFC wanted to find the lookalike bride as the perfect match for their lookalike goblin.