KFC

The Objective

KFC, the fried chicken giant, has long been an advocate for moving the needle fast with ads on TikTok. This time, its objective was clear: to raise awareness for its new limited edition menu item, the Spicy Zinger Popcorn, while monitoring brand suitability through-out the campaign.

The Solution

KFC is no stranger to running In-Feed Ads on TikTok. For this campaign, the brand used TikTok’s Reach & Frequency buying method to run a mouth-watering In-Feed Ad showcasing the Zinger Popcorn Bucket in all its glory, with text overlay and engaging sound. Reach & Frequency allows brands to book their campaigns in advance with predictable, optimised reach while controlling the number of times a user gets exposed to an ad. Once a brand inputs its parameters, TikTok is able to predict the number of users a brand will reach, guaranteeing a fixed CPM and reliable campaign success.

Further, to verify brand safety and suitability, KFC used TikTok's Inventory Filter Solution - a proprietary solution which allows advertisers to gain more control over where their ads run. This enabled KFC to ensure that their In-Feed Ad ran adjacent to verified brand safe content. The TikTok Inventory Filter encompasses both our TikTok Community Guidelines and GARM's Brand Safety Floor & Suitability Framework, providing advertisers with additional controls over where an ad is placed. All of this created flexible brand safety controls for KFC, and ensured that their brand was aligned with suitable and relevant content.

The Results

KFC’s campaign was a huge success in hitting all of its objectives, achieving over 17.8 million impressions but most importantly, delivering a 99.5% verified safe delivery rate.