CLIENT:

CAMPAIGN:

CATEGORY:

KFC SOUTH AFRICA

KFC SOUNDBITE

BEST USE OF SOCIAL MEDIA AS A SUPPORT TOOL IN A COMMUNICATION PROGRAMME

STATEMENT OF OPPORTUNITY:The current music industry landscape makes it tough for upcoming or unsigned artists to breakthrough and make it in the music scene. Gatekeepers such as record labels & radio stations still dictate who makes it in the industry.

As a QSR brand, KFC wanted to play a role in giving the power to the youth & control back to the artists through the creation of the KFC SoundBite Platform.

How does a brand sustain a 10-month campaign to keep fans, artists and the industry engaged?

RESEARCH:The research was an important tool in making sure that the campaign received the desired results. Using Webfluential and Slikour On Life, we could search and collaborate with different tiered influencers, to assist us starting our online movement with KFC SoundBite to fans and artists. Using our social-listening tool, Netbase, we were also able to actively listen to what the influencers, fans and artists were saying about the KFC SoundBite Platform.

Through the research, we could learn more about how artists were using online forums, channels and platforms to better seed their music and the strategies they were making use of to be “discovered” and more importantly, how they were implementing their strategies. The problem, is that if they weren’t signed to a label or didn’t have the media to extend their reach, they weren’t seen as potential game-changers in the industry. This was where KFC SoundBiteprovided the bridge into the industry.

PLANNING:How does a QSR brand authentically own a music platform that is for the artists and connects fans and artists to push South African music to the next level? We needed to drive positive brand sentiment and generate enough content to keep a 10-month campaign engaging.

Our objectives were clear:

• Launch a new music platform called KFC SoundBite that is owned by the fans and artists

• Change how the youth and local artists share and influence music

To achieve this, we needed to communicate each of the following pillars in a myriad of ways to keep our campaign interesting and peak interest amongst fans and artists:

We worked closely with Webfluential and Slikour On Life, carefully hand-selecting 45 influencers to use the KFC SoundBite Platform and create content they would share on their social media accounts that would speak to their audience, authentically.

LOCAL ARTISTS STRUGGLE TO GET SIGNED

THE MUSIC INDUSTRY OWN THE MEDIA AND

DISTRIBUTION

OPPORTUNITY TO BRIDGE THE GAP BETWEEN

ARTISTS AND CREDIBLE MUSIC PLATFORMS

INSIGHT 1 INSIGHT 2 INSIGHT 3

SIGN UP &

LISTEN

PUSH PURCHASE & DOWNLOADS

ARTISTS &

REWARDS

AMPLIFY PLATFROM

FANS & REWARDS

COMMUNICATION OBJECTIVES:#KFCSoundBite is a platform to discover fresh music talent, giving unsigned artists a chance to be heard, through national exposure, without the mass media a signed label would provide. KFC SoundBite gave artists the power to control their music through digital channels and rewarded their progress through sharing their tracks, and garnering the support of their fans via likes, shares and streams on the KFC SoundBite platform.This is a REAL-TIME platform that connects fans and artists to push South African music to the next level with the hopes of being recognised and signed. We did this using a carefully constructed influencer strategy, and revolutionized how the local music industry saw music by creating a social media movement for local music!Once the three-week movement phase on social media had ended, KFC actively joined the #KFCSoundBiteconversation bringing new perspective, fresh weekly content and more importantly, incredible experiences in a 10-month long campaign.

TARGET AUDIENCE:Kickstarting the KFC SoundBite movement consisted of our 45 hand-selected influencers, a highly-engineered influencer toolkit and the power of social media!For the first three-weeks, KFC Soundbite’s coverage online was completely influencer, artist and fan generated as we wanted to make it clear that this was more about the undiscovered artists that it was about us, KFC.

Bi-weekly content pieces were generated through Facebook, Twitter, Instagram and YouTube by creating static posts, videos, Instagram stories, YouTube pre-rolls and changing out all the social media assets (Facebook and Twitter Cover Images). Through these content formats, we profiled the weekly artist chart, profiled top artists, and consistently drove our key messages.

CHANNELS OF COMMUNICATION:

• KFC SOUNDBITE CHART AND EDUCATION:• Instructions on how to download and share music on the KFC SoundBite platform. Publications

such as Hype Magazine and Slikour On life published content through their respective handles and optimized the content through the @KFCSA handle

• KFC SOUNDBITE ARTISTS:• The KFC SoundBite platform provided artists with the opportunity to get their music into the ears

of people all around SA:• Artists were urged to push their own music through their own social media platforms • We also encouraged media platforms such as YFM to optimize these posts to their own

communities which achieved maximum reach

EXECUTION• KFC SOUNDBITE CHART AND EDUCATION:

• Instructions on how to download and share music on the KFC SoundBite platform. Publications such as Hype Magazine and Slikour On life published content through their respective handles and optimized the content through the @KFCSA handle

• KFC SOUNDBITE ARTISTS:• The KFC SoundBite platform provided artists with the

opportunity to get their music into the ears of people all around SA:

• Artists were urged to push their own music through their own social media platforms

• We also encouraged media platforms such as YFM to optimize these posts to their own communities which achieved maximum reach

KFC SOUNDBITE FANS:• Fans could help get their favourite artists move up on the

charts by unlocking, listening, sharing and adding their favourite tracks to their playlist

KFC SOUNDBITE UNLOCK MONTH:• Fans got the chance to listen to full tracks on the

#KFCSoundBite Platform to increase traffic to the site and provide our artists with more exposure

• The unlock month also provided us with the opportunity to shake up the KFC SoundBite Top 20 and encouraged artists to keep pushing their music, get exposure and get discovered by more fans

KFC SOUNDBITE LISTENING SESSION:

• Hosted at Dakota Lee in Johannesburg, the evening was hosted by Siya Metane aka SlikourOnLife. Media, advocates and celebrities were invited, and it turned out to be an evening of great networking and epic vibes

• Guests had the opportunity to interact with the #KFCSoundBite platform and there were team members around to assist and explain how to use it

• Pre-event, we hyped up through Facebook and Twitter, and invited 8 advocates who attended on the night with great enthusiasm

• On the night of the event, @KFCSA amplified the event through extensive Twitter and Instagram coverage as well as a Facebook Recap post-event

2 222 450VIDEO VIEWS

254 MILLION

IMPRESSIONS

EVALUATION

In the FIRST week of the Movement, KFC SoundBite smashed passed the benchmarked 2 million impressions for the entire 10-month campaign to 2.5 MILLION IMPRESSIONS within the first week, and a POSITIVE 100% Net Sentiment!

This soon DOUBLED in impressions after @AKAWorldWide tweeted his support, resulting in over 4 MILLION IMPRESSIONS.

In total, the KFC SoundBite campaign successfully generated 254 MILLION IMPRESSIONS, 111 362 ENGAGEMENTS and 2 222 450 VIDEO VIEWS, and smashed any benchmark we had originally set.

The following word cloud is testament to the success of the campaign in the sense that all the key messages that were due to be communicated are the same key phrases and words that pulling through in the chart:

111 362ENGAGEMENTS

EVALUATION CONTINUED…What made KFC SoundBite a success was that it was a campaign that was central to creating a platform that was for the artists, and to give them national exposure by making their music accessible and discoverable for everyone to enjoy.

Collaborating with various influencers who were already part of the music industry or who play a role in the South African music culture was essential. The influencers launched and spread the word about the new KFC SoundBite music platform, creating a movement and conversation without us as a brand having to join in on the conversation for three-weeks.

CREDITSAgencyOgilvy Johannesburg

Account ManagementAbigail Holley, Caroline Wood, Musa Phanga, Lauren McInnes, Megan Palm

Agency ProducerHelen D'Hotman, Tara Nicholas, Stephanie Powel, Siya Metane, Vanessa Mazabane, Eddie Ramalotja, Lampost, Jeanne-Marie Hickly, Jane Paoli, Natalie Choate, Colleen Idle

AnimatorMarina Le Roux, Neill Pretorius

Brand RepresentativeBenjamin Schoderer, Jacques Cronje, Lauren Turnbull, Lebo Sekere, Mike Middleton, Thabisa Mkhwanazi, Vickey Jacoby

Chief Creative OfficerPete Case

Creative DirectorGregory King, Anneke Jacobs

DesignerAnneke Jacobs, Gregory King, Marina Le Roux, Neill Pretorius, Jacques Du Toit, Michael Zulu, Sally Van Rensburg, Georgina Katz, Jac Sun, Robert hart, Kevin Whiteman, Adriana Webb, Marike Hechter

Social Media & Community ManagementKirsty Ballard, Nonkululeko Hlatswayo, Refilwe Pitse, Theo Manjo

Public Relations (Crisis Communications)Sanesh Maharaj, Kaylynn Smith

CREDITSDirectorMfundo Mkhize

Executive Creative DirectorMatthew Barnes

Information Architect/UX DesignGregory King, Anneke Jacobs

Media Planner/Strategist (MindShare)Wandisile Nkabinde, Zintle Botha, Michel Mahieu

PerformancePontsho, Tatum, Gibson, Vincent

PhotographerJustin Dingwall

ProducerJoe Nkosi

Programmer/Software DevGraham Talbot, Chris Marais, Liezel Breytenbach, Mark-Clint Adams

Public Relations (Plato Comms)Pearl Ndlazi, Shoe-Shoe Letele

StrategistGregory King, Sinead Dennis, Ismail Jooma, Anneke Jacobs, Kirsty Ballard

WriterBuhle Sebona, Melusi Mhlungu, Mponeng Sedumedi

Slikor on Life (Chart Management)Siya Metane, Vanessa Mazabane, Eddie Ramolotja