Mexico City, February 2, 2023.- Famous KFC fried chicken brand was one of the big winners at the first edition of TikTok Awards for Business of 2023 which were held in Mexico City, where they emerged as great winners of the categories: better engagement with the community why Best Conversion/Performance CampaignThanks to the campaign that Exxino’s rhymes caused an uproar on Tik Tok and in stores in the middle of the year.
The winning campaign was nominated in three categories, with an execution that went viral and an overall trend that caused a stir on social networks. To promote the launch of the new KFC chicken sandwich, a campaign was launched by the famous Mexican rapper Exxino, inviting all those who wanted to receive special discounts and official brand merchants, to record themselves performing various feats. Visit branch counters. Get your best rhymes inspired by KFC products, just like Aczino would and where hundreds of people were encouraged to rap in KFC stores and upload their videos to social networks.
The campaign aimed to find the best way to connect with Generation Z through freestyle to introduce the new Kentucky Chicken Sandwich and resulted in 106MM views. 732K of brand and an average of 7.5K per post, +134% brand visibility, +132% new users on TikTok (2.6K new followers during the campaign), No. 4 on TikTok’s Mexico trend list during 3 days and 4.9MM across platforms Organic reach across.
The campaign’s viralization left the categories and markets where it originated, with different brands joining the trend and users from South America (Chile, Honduras, Argentina) asking for the battle to reach their countries. Kentucky Chicken Sandwich sales grew 25% and thanks to the synergy between the brand and Exinos, it was the most successful campaign of 2022 in terms of reach, outpacing other campaigns by 82%, shareability which made it Gained 5MM followers organically.