KFC - "What are influencers looking at?" by PHNX Awards 2023
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| Title | What are influencers looking at? |
| Agency | McCann San José |
| Campaign | What are influencers looking at? |
| Advertiser | KFC |
| Brand | KFC |
| Date of First Broadcast/Publication | 2022 / 5 |
| Product | Genius Menu |
| Business Sector | Restaurants & Fast Food |
| Story | KFC noticed that many popular influencers on Instagram tend to take photos looking away from the camera. KFC saw this as an opportunity to get their menu in front of these influencers and their followers. KFC came up with the idea to answer the question of "What are they looking at?" by tagging the influencers in a story and showing that they are looking at KFC's Genius Menu. KFC's menu is so affordable and irresistible that it makes people turn their heads back to look again. Every time an influencer posted a photo looking away from the camera, KFC would tag them in a story that would reveal what they were actually looking at. This resulted in KFC's Genius Menu being seen by thousands of young people across Instagram. This innovative campaign was a huge success, not only did it reach a younger demographic, but it also showed that KFC is aware of social media trends and knows how to use them to its advantage. The campaign also encouraged influencers to interact with the KFC brand, creating a deeper connection with their audience and the brand. |
| Media Type | Case Study |
| Length | |
| CCO | Huelander Escalante |
| Copywriting | Diana Kuhlmann |
| Digital Director | Gloriana Acuña |