Why is this work relevant for Social & Influencer?

Introducing the KFC Go-Figure! Using Colonel Sanders’s avatar and KFC signature products, KFC worked with trendy toy maker POP MART to create collectible KFC food figures, and launched the KFC figure blind box meal set. Thrilled fans snapped up the limited edition crossover toys and eagerly shared on social media while others pushed fandom to new limits with some bold ideas. KFC planned to have enough for 3 weeks but then 260,000 meal sets were sold in just 3 hours! KFC figure prices even soared 800% on resale platforms. The craze took over China with more global media joined in.

Background

In 2021, KFC store performance was still being impacted by the pandemic. So KFC decided to create something out of the box to get more young consumers to make KFC their new go-to.

Describe the creative idea (30% of vote)

Introducing the KFC Go-Figure! Using Colonel Sanders’s avatar and KFC signature products, KFC worked with POP MART, the trendy toy maker, to create collectible KFC food figures, and launched the KFC figure blind box meal set which includes a fried chicken bucket and a box randomly containing one of the figures. On launch day, consumers would pre-order through the KFC mobile app then pick it up in stores.

Describe the strategy (20% of vote)

NICHE IS MASS Gen Z has many diversified interests, but when they find their niche they can be totally immersed. Now, interacting and engaging with their communities that share the interests dominates their focus. Formerly a niche subculture; there are now estimated to be 400 million ACGN fans in China, with countless smaller communities and identities within this figure, and one of which is the fan community for blind box. Toys and collectibles are very popular among Gen Z, with over 60% of which bought during the eCommerce festival were blind boxes. The market size of blind box is expected to reach 5 billion USD by 2024. Gen Z is triggering a great migration of consumer trends. Any voice from the niche could become the next consuming craze. Brand can hit it big with a focus on various niche communities that share a common passion with Gen Z.

Describe the execution (20% of vote)

It all started when the figure looks were “accidentally” revealed, sparking consumers’ curiosities before the launch. By the time launch day came, thrilled fans snapped up the limited edition crossover toys and eagerly shared on social media while others pushed fandom to new limits with some bold ideas. In an attempt to collect all the styles, someone actually bought 106 meals at once. We witnessed the unexpected rise of this “help-eating” service. And some turned to X-ray computer tomography to try and find their favorite figure.

List the results (30% of vote)

KFC planned to have enough for 3 weeks… but then… 260,000 meal sets were sold in just 3 hours! Because of the scarcity, KFC figure prices even soared 800% on resale platforms. And the craze took over China, becoming a Top 5 trending topic as the global media joined in. Because of their figures, KFC hit it big with Gen Z, scoring a 400% increase of brand interest, nearly 100M hashtag views, and setting new records. TOP 5 TRENDING TOPIC 260,000 MEAL SETS SOLD IN 3 HOURS 800% RESALE PRICE INCREASE 400% BRAND INTEREST INCREASE *Data source: KFC, Baidu Index, Weibo

Please tell us how disruption in your market inspired the work

NICHE IS MASS Gen Z has many diversified interests, but when they find their niche they can be totally immersed. Now, interacting and engaging with their communities that share the interests dominates their focus. Formerly a niche subculture; there are now estimated to be 400 million ACGN fans in China, with countless smaller communities and identities within this figure, and one of which is the fan community for blind box. Toys and collectibles are very popular among Gen Z, with over 60% of which bought during the eCommerce festival were blind boxes. The market size of blind box is expected to reach 5 billion USD by 2024. Gen Z is triggering a great migration of consumer trends. Any voice from the niche could become the next consuming craze. Brand can hit it big with a focus on various niche communities that share a common passion with Gen Z.