KFC India's Digital Marketing Campaigns

Case Code: CLMM159 Case Length: 5 Pages Period: 2012- 2020 Pub Date: 2021 Teaching Note: Available

Price: Rs.100 Organization: KFC Industry: Food & Beverage Countries: India Themes: Advertising & Promotion, Marketing Communication, Marketing Strategy, Brand Strategy

Abstract

The case “KFC India’s Digital Marketing Campaigns” talks about the digital marketing campaigns launched by KFC India to reinforce the connection between KFC the brand and its customers in India. The campaigns also helped KFC to engage with its customers. The case touches upon the use of social media by KFC India to run the campaigns. It also describes the benefits KFC India accrued from the use of digital channels to reach out to its customers.

Issues

• Understand the importance of digital marketing in connecting with customers and engaging with them.
• Analyze how companies can make effective use of social media for digital campaigns.
• Understand the importance of an appropriate media mix for marketing campaigns.
• Acquire insights into social media strategies of organizations, especially restaurant chains like KFC.

Introduction

In July 2020, the Indian arm of Kentucky Fried Chicken (KFC), the US based fast food restaurant chain, launched an engagement campaign on the occasion of Fried Chicken Day (July 6) through social platforms like Facebook, YouTube, Twitter, and Instagram. The campaign was aimed at reinforcing the connection between brand KFC and its consumers. It also aimed to remind the consumers about their love for food. As part of the campaign, the company organized a contest, in which fans were encouraged to express their love for chicken through creative memes, songs, quotes, poems, stickers, etc. They were also allowed to add different Bollywood songs to their comments. Fried Chicken Day had always been a special day for the company to celebrate with its consumers. But due to the extended lockdown period during COVID -19, KFC India focused more on the use of social media platforms and offered an opportunity to its fans to come forward and confess their love for Fried Chicken in a unique and interesting manner. As a result, by the end of August 2020, the company had received more than 700 confessions of love from followers across Facebook, Instagram, and Twitter. KFC India also reached more than 1.3 million fried chicken fans.

Keywords

Advertising; Marketing Management; Marketing Communication; Integrated Marketing Communications; Marketing Campaign; Digital Marketing; Media Strategy; Promotion; Social Media Marketing; Communications Mix; Digital Advertising

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