Creative Execution

On March 8th, International Women’s Day, we replaced the Colonel's logo with someone the world knew little about. His wife – Claudia Sanders. We then celebrated her pivotal role in the success of KFC through our social and digital assets including Instagram Stories, Facebook postings, and microsite. It was a simple logo takeover but the whole world noticed.

KFC spent just $1,000 to push out the Claudia Sanders digital campaign but the response went beyond local shores. - $1.3 billion impressions. - Featured on Elite Daily, USA Today, Fox News, Fortune, Business Insider, Design Taxi, Marketing Week, among others. Not forgetting, The Tonight Show with Jimmy Fallon and The Ellen DeGeneres Show. - Reshared by other KFC markets including Thailand, Panama and Costa Rica. - Earned media value of more than $2 million. Sometimes the best way to change the world is to simply share a secret.

It is no secret that Malaysia is one of the most wired populations within the South East Asia region – boasting 87% internet penetration across urban and rural centers. Out of the 31 million people, 24 million of the population are active social media users. Furthermore, we found that conversations around International Women’s Day have been gathering steam globally, recording a year-on-year growth of 20% since 2017. However, out of the 4.9 million mentions received last year, Malaysian authors contributed less than one percent. It was an opportunity for us to stand up and be counted as among the first corporate brands to support gender parity in Malaysia on International Women's Day – and strategically use KFC's social pages as the main platform to inspire with a well-kept secret that could potentially speak to the heart of Malaysians if not, the world.