Shout a Mate

The Context
In line with KFC’s Cricket Sponsorship (summer 2015/16), we wanted to create a campaign that inspired Australians to reconnect with their generous side. Research performed in the lead-up to our campaign showed that Australians were losing aspects of their generosity, with ‘shouting a mate’ being something we were doing less of.

Through our cricket sponsorship, we wanted to look at how we could reignite this aspect that had always been synonymous with Australian culture and mateship.

The Idea
Using our sponsorship of the Big Bash league and our existing Home Cricket Ground (HCG) campaign we aimed to build a massive sampling event on the Australian tradition of shouting a mate.

Using a customised built Twitter backend, we allowed people to post photos of the KFC they had purchased, to then tag a friend - and shout someone else to enjoy a bucket of our delicious KFC chicken - giving away a bucket a minute every minute for the final two weeks of the Big Bash League competition.

That’s 1,440 buckets per day and 20,160 buckets over the fortnight for Australians to share with their mates in their Home Cricket Ground.

The campaign received an average engagement rate of 42.5%, trumping any social campaign to date for the brand across the social channels they were active on.

The Role I Played
I led the creative team across the integrated campaign (focusing on social), as well as the social and content strategy, paid media strategy and digital project build. I also managed the social team in terms of content creation, delivery, posting, community management and performance analysis.