First QSR Brand to Launch on Snapchat in Australia

The Context
While working on KFC leading the social and content strategy and team (as National Head of Social at Ogilvy Australia) - we launched the brand on Snapchat when the platform was in its infancy (June 2015) in the Australian market. This was to coincide with the launch of a new product; the Double Soft Shell Zinger Taco.

The Work
In order to continue connecting with young people in key locations online, we looked to extend KFC’s social presence (who were already active on Facebook, Instagram and Twitter) to include Snapchat - allowing them to connect with a younger audience, communicating in their ‘language’ and snap ways.

We worked with KFC to create a style that fitted the platform (for example hand-drawn paint-esque copy and pictures) - which pushed the brand outside of traditional brand constraints.

KFC Australia Chief Marketing and Development Officer, Nikki Lawson, said the fast food brand was looking to be “on the pulse” digitally and engage with target markets in an environment where they’re actively interacting with each other.

The Role I Played
Leading the social team (team of 8), content strategy and brand direction within digital channels for KFC for a 2 year period. In this period, I formed a strong partnership with all parties within the KFC marketing team (whom to this day, I continue to see as friends) - and were able to do some great work that put the brand on the map in Australia in terms of how we were using social media.

Additionally, I travelled to Vietnam and Thailand to train other offices and KFC marketing team members to ignite their social thinking and how to bring creative to life in these channels.

Results

• Initial snaps were viewed almost 3000 times within the first three hours of being active on the app.

• After this, an always on Snapchat strategy was executed for the brand (that continues today)