ZDD
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Transcript of ZDD
Every fan of protein remembers the Double Down. At the end of 2013, KFC came to us with some good news – it was coming back and this time it
would be packing some serious heat.
We needed to create excitement and get people talking about this bun-less wonder they called the Zinger Double Down. It was clear that we needed to do something different in the digital space to get the job done.
The campaign
A Zinger Double Down is a Hot Situation and, if you can handle that, you should be able to handle anything. So we decided to teach people how to handle all kinds of
heat online with Gerrie Power's Guide to Handling a Hot Situation.
The big idea
How did it work
How did it work?
Head over to the Zinger Double Down microsite 1
How did it work?
Watch the videos of Gerrie Power’s guide to handling a hot situation 2
How did it work?
Interact with the videos by choosing your own journey 3
How did it work?
Submit your own heat handling solution at the end of each video 4
The videos
The Zinger Double Down
How did we tell people
How did we tell people
Standard Google Display Network banners 1
Option 1 Option 2 Option 3
Standard banners
How did we tell people
Banners retargeting 2
Standard banners / Retargeting
Frame 1 Frame 2 Frame 3
Frame 3 Frame 4
How did we tell people
Social media & YouTube 3
Video performance: Target 400 - 500 views per video
Actuals • The first video received the most views (12,654) • Overall, there were 16,562 views across the three videos.
Social The AVE valued at R1 786 811. On non-promoted posts, an average of 150 likes was achieved On product only posts, an average of 72 likes was achieved on posts featuring the Gerrie Power character. On promoted posts an average of 4050 likes was achieved An average of 20 comments was achieved on unpaid posts, and 252 comments on promoted posts. Reward & Challenge: 20 entries or more on Twitter and Facebook was achieved through the #ZingerHeatHandled selfie competition alone.
Total Media Campaign performance - Social * FACEBOOK – CTR Benchmark 2.64% • Logo like ads have generated 10 411 fans @ R5.38 per fan • Marketplace engagement ads have generated 62 946 actions – CRT 4.85% • 42% video views • 10% page likes • 48% web clicks
Premium engagement ads have generated almost 15 503 actions – CTR 7.86% • 43% video views • 5% page likes • 52% web clicks
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