Creative Execution

Within 48 hours of the news breaking, KFC created a social posting for Facebook & Instagram featuring a bucket of KFC with the simple caption – “Not Rendang”. The post was created and approved in less than two hours and swiftly posted on KFC’s Facebook & Instagram pages.

With a $0 ad budget, the post garnered a whopping 19,000 shares in just 24 hours. It was the most engaging content on KFC Malaysia’s Facebook & Instagram history. - 200 million impressions - 170% uplift in total brand mentions - USD1 million in earned media value - Featured in Bloomberg TV, CNN Indonesia, The Straits Times, Japan Times, Times of Malta, South China Morning Post, The Gulf Today and Australian food magazine, Foodiful and many more.

Instead of using traditional advertising channels, KFC opted to leverage on their social pages to relay a quick-witted response that would capture the attention of the world. With a total base of 24 million active social media users in Malaysia, it was clear it would be the best channel to deliver maximum impressions with little ad investment. (Source: Internet World Stats & Facebook, 2018)