Finger C'lickin Good: How KFC broke the rules to sell on social

This case describes how KFC shifted its strategy from using social to extend TV and outdoor’s reach to deploying it to drive fame. The ‘Born in Social’ strategy analysed data to identify topics of cultural relevance, such as the clean eating trend. These, in turn, fuelled creative ideas to sell two KFC products: the Dirty Louisiana burger and the Ricebox. The fame-driving approach resulted in two campaigns that generated over 130 million organic impressions, £8.5m of incremental profit, and profit ROIs of £8.18 and £3.59.