How to Run a Successful Marketing Campaign (Lessons from KFC)


The Fortune 500 companies list for 2018 is largely contained by telecommunications, automobile, and financial corporations. It looks like even just the list per se is quite a value as it requires a purchase to download a copy of the Datastore.

On the other hand, KFC (Kentucky Fried Chicken), one of the biggest global fast-food chain in 123 countries won a prestigious award in the recently concluded SMARTIES awards, in five (5) categories: Lead Generation, Location Based, Relationship Building/CRM and Social Media Impact) which resulted in their Best In Show achievement – this, despite its rank (472nd) on the Fortune 500 list.

Here’s how the fast food mogul made the difference in getting their customers engaged, and the lesson we can learn from it.


Brand Recall

The fried chicken chain recently launched a nostalgic marketing strategy by reviving its iconic personality in a string of ads and social media marketing campaign, at its 75th anniversary. The campaign hit its target to draw back its customers as well as lure millennial customers. The ad content was not well applauded, but it was ‘talked’ about. Even overhaul plans on new equipment and store renovations are in place, but KFC is aware that they need more than just divisive marketing campaign to reclaim its top position via customer engagement


Brand Love

KFC branches underwent training and development which significantly helped employee retention.


KFC’s Herbs And Spices

Also, KFC was included in Single Grain’s 20 top marketing companies with a dynamic digital marketing strategy that increased company ROI and added value to their customers. The fried chicken chain utilized social media to generate leads, Twitter in particular, by tweeting ‘Kentucky Fried Chicken. Founded by The Colonel. Practitioners Of The Hard Way. Purveyors Of The World Best Chicken’, which followed only 11 people. However, these people were significant: the five Spices and guys named Herb, which netizens later on noticed, and gained over 318,172 retweets, over 700,000 likes and nearly 5,000 comments, and was one of the tons of user-generated Tweets, memes, Reddit posts and personal messages from consumers.


Lesson – the campaign was not something massive fancy digital campaign that took months of planning or production, but that simple strategy brought huge results which every marketer dream of.


Author Bio:

Katrina Chua

Katrina works as the Marketing Manager at Callbox Singapore. She helps companies in Asia Pacific countries increase their business revenue through lead generation and appointment setting services. Follow Katrina on Twitter, Facebook, and Google+.

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