KFC

The Objective

KFC Malaysia, the leading quick service restaurant beloved for its namesake fried chicken, sought to engage with TikTok's fun-loving community to drive incremental reach, with a focus on cost-effective video views. In particular, the brand was aiming for lower-funnel conversions, to drive consideration and purchase intent.

The Solution

A long-time expert on TikTok, KFC tapped into a range of innovative ad solutions to reach its target audience, combining TikTok's Reach & Frequency ad buying type optimized for video views along with TikTok's Brand Safety Inventory Filter. KFC also ran a Brand Lift Study to measure the impact of its campaign.

To begin, KFC knew that all good TikTok campaigns start with following best practices with its creatives. An old hand on the platform, the brand created an immersive full-screen, sound-on experience, with key messages right up front. KFC also used mouthwatering images to tease the tastebuds, with melted mozzarella stretching enticingly across the screen.

To optimize its campaign for video views, KFC used Reach & Frequency ads, a new ad buying type available on TikTok Ads Manager. Reach & Frequency ensures transparent media planning and predictable delivery of branding campaigns, by providing control over the audiences reached and the number of times those audiences are exposed to ad messaging. KFC input its goal of maximizing incremental reach and cost-effective six-second video views, and the platform took it from there.

At the same time, KFC leveraged TikTok's Brand Safety Inventory Filter, which is aligned with the GARM Brand Safety and Suitability Framework to meet global, industry-wide expectations. Brands can choose which inventory filter tier they would like based on their content exclusion preferences, and ensure that their ads will not be seen alongside unsafe content.

The Results

To measure the impact of the campaign, KFC ran a Brand Lift Study. The campaign drove a 6.1% increase in brand preference, as well as a 5.5% uplift in purchase intent, indicating strong consideration and conversion intent amongst its target audience. Overall, KFC's creatives also garnered over 26.2 million views showcasing how the campaign achieved far more than awareness alone. Importantly, by leveraging on TikTok's Brand Safety Inventory Filter, KFC also achieved a 99.8% safe delivery rate, indicating that its reputation remained undented, without association with harmful or spam content.