| Title | CAT STREAMERS |
| Brand | KFC |
| Product / Service | YUM CHINA |
| Category | G03. Single-market Campaign |
| Entrant | ISOBAR CHINA Shanghai, CHINA |
| Idea Creation | ISOBAR CHINA Shanghai, CHINA |
| Idea Creation 2 | YUM CHINA Shanghai, CHINA |
| Media Placement | BYTEDANCE CHINA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Chris Chen | Isobar China | Creative in Chief |
| Tim Peng | Isobar China | Creative |
| Luobo Zhang | Isobar China | Creative |
| River Jin | Isobar China | Creative |
| Kellerman He | Isobar China | Creative |
| Moon Meng | Isobar China | Creative |
| Winnie Kang | Isobar China | Strategy |
| Cindy Lu | Isobar China | Account |
| Hanna Han | Isobar China | Account |
| Nadia Ning | Isobar China | Account |
| Maggie Chen | Yum China | Brand Marketing |
| May Tong | Yum China | Brand Marketing |
| Diana Chen | Yum China | Brand Marketing |
A part of the diverse lifestyle that Gen Z values is their strong connection to Chinese culture and heritage. To connect with these young generation, KFC added a rice ball and flatbread with fish-flavored shredded pork to their Chinese menu. But can a western fast food brand really make authentic Chinese food? By taking advantage of the livestream shopping craze in China during which people pay more than any advertisements, we invited CAT STREAMERS to introduce and sell the products. 3,108 KFC products were sold out in just one hour.
A part of the diverse lifestyle that Gen Z values is their strong connection to Chinese culture and heritage. This connection makes brands and products created in China phenomenally popular. To connect with this generation, KFC wanted to meet them where they are with a popular part of Chinese culture. So they added a rice ball and flatbread with fish-flavored shredded pork to their Chinese menu. But, could KFC really convince them that they know how to make an authentic fish-flavored shredded pork?
Meet Cat Streamers, the special “influencers” who know fish best to introduce and sell KFC’s new fish-flavored shredded pork products.
As a well-known dish, fish-flavored shredded pork tastes like the most delicious fish yet it’s not cooked with any fish at all. By taking advantage of the livestream shopping craze in China during which people pay more than any advertisements, we invited some special “influencers” the cats who know fish best to introduce and sell the products.
Meet Cat Streamers on KFC’s TikTok live channel. The KFC Cat Streamers sold out 3,108 KFC products in just one hour. That’s not all. Even after the live streaming, audiences kept showing their interest in the products. They bought them home to play with their own cats and shared pictures on social platforms with diverse communities, which earned KFC more than 6 million additional impressions.
KFC’s fish-flavored shredded pork products passed the Cat Test, showing to Gen Z and to all of China that KFC’s new fish-flavored shredded pork was really… the Cat’s Meow! 591,543 LIVE VIEWERS 3,108 PRODUCTS SOLD OUT IN AN HOUR 6,046,828 EARNED MEDIA *Data source: KFC
A part of the diverse lifestyle that Gen Z values is their strong connection to Chinese culture and heritage. To connect with these young generation, KFC added a rice ball and flatbread with fish-flavored shredded pork to their Chinese menu. Also we take advantage of the livestream shopping craze in China during which people pay more than any advertisements. With deep insights into what Chinese young people are interested and where they are on gathered on social media, we created the Cat Streamers campaign to engage with the target community.