Case Study: Always On Campaign for KFC in Tanzania
Introduction
At Wowzi, we pride ourselves on creating impactful influencer marketing campaigns that resonate with audiences and deliver exceptional results for brands. Our recent "Always On" campaign for KFC in Tanzania is a testament to our strategic approach and dedication to excellence. This blog delves into how we successfully executed this campaign, the challenges we faced, and the impressive results achieved.
The Plan
KFC aimed to boost its brand presence in Tanzania through a sustained influencer marketing effort. Our objective was to leverage the power of premium creators to amplify KFC's message and engage with a broader audience. The plan involved engaging 12 premium creators, each tasked with delivering two pieces of content on Instagram.
Selecting the Right Influencers
The success of any influencer marketing campaign hinges on selecting the right influencers. At Wowzi, we have a vast platform of creators with diverse profiles. For KFC's "Always On" campaign, we needed influencers who not only had strong followings and high engagement rates but also aligned with KFC’s brand values and target audience.
Our dedicated campaign managers conducted thorough brand immersion sessions to understand KFC’s unique needs and goals. Leveraging our advanced discovery platform, we identified and activated relevant influencers from our existing network and onboarded new influencers with the right profiles. This strategic selection process ensured that we had 12 premium creators who could deliver maximum impact.
The Approach
To make the most of each partnership, we initiated the collaboration process early. We worked closely with the selected influencers to understand how they could best align their content with KFC's guidelines. This early engagement allowed us to brief the influencers thoroughly and collaborate on content ideas that would resonate with their audiences while staying true to KFC's brand message.
The Solution
The influencers produced a total of 24 Instagram Reels, showcasing KFC in an engaging and relatable manner. The content ranged from delicious food showcases to fun and interactive experiences with KFC products. Each piece of content was designed to captivate the audience and drive significant interactions.
The Results
The "Always On" campaign delivered impressive results:
- Total Reach: 1.1 million
- Total Views: 225K
- Total Engagements: 12.7K
The engagement share consisted predominantly of likes (98.4%) with comments making up 1.6%.
The high reach and view numbers demonstrated the effectiveness of our influencer selection and collaboration strategy. The positive sentiments from social listening further highlighted the campaign's success, reflecting brand love and a strong understanding of the product.
Content Samples
Insights
- Positive Sentiments: Social listening showcased brand love and strong product understanding.
- Effective Influencer Collaboration: Influencers effectively grasped the campaign brief and delivered content within the agreed terms.
- Longer Campaign Periods: Longer campaign periods and more engaging content could significantly enhance engagement rates.
- Organic Content: Branded posts received lower engagement than organic content; future campaigns should emphasize organic content for better value.
Recommendations
- Long-term Brand Ambassadors: Collaborate with a selected group of influencers as long-term brand ambassadors to push specific offers, providing more mileage and believability to the campaign message.
- Micro-Influencers: Engage more micro-influencers to increase visibility and reach.
- Extended Campaign Periods: Extend the campaign period to solidify the message and enhance campaign visibility.
Conclusion
The "Always On" campaign for KFC in Tanzania showcases the power of strategic influencer partnerships and the importance of continuous engagement for brand growth. By leveraging Wowzi's platform and expertise, KFC was able to connect with a broader audience, generate significant interactions, and enhance brand visibility.
To learn more about our innovative influencer marketing solutions and how we can help your brand achieve similar success, Let us show you the possibilities and benefits that await you with Wowzi 😊. Drop us an email at support@wowzi.co or message us on any of our social media channels. Let's make your campaign a game-changer! 🚀💥
