Challenge
KFC is well-known among mainland Chinese tourists, especially due to its popular “Crazy Thursday” campaign and signature offerings. However, KFC Hong Kong faces strong competition from international fast-food chains like McDonald’s and local cha chaan teng eateries. The brand sought to differentiate its offerings, such as the affordable breakfast sets, afternoon tea, and signature egg tarts. Their goal was to promote these Hong Kong-specific menu items to mainland tourists and local immigrants through popular Chinese social media platforms like Xiaohongshu and Douyin.
Solution
Played around “Hong Kong special” and “only available locally”, each piece of content is tailored to respective KOL’s content style. The campaign covered comprehensive content planning, KOL sourcing and coordination, copywriting, and high-quality video production. KOC seeding was implemented across Xiaohongshu and Douyin to drive authentic engagement, while closely monitoring performance to optimize reach and impact.
Outcome
The campaign achieved over 2.5 million views and 60,000 engagements on Chinese social media platforms. Additionally, searches for KFC Hong Kong-related keywords on Xiaohongshu and Douyin surged by 63% following the launch of the influencer campaign.
