KFC, known for its fried chicken, is the world’s second-largest restaurant chain by sales (after McDonald’s) as of April 2024. It operates over 30,000 outlets across 150 countries/regions.
KFC first entered Hong Kong in 1973, with its iconic slogan: “It’s finger lickin’ good” (Chinese: 吮指美味樂無窮). The brand’s image, symbolized by “Colonel Sanders,” has become deeply ingrained in local culture.
This campaign focused on promoting KFC’s egg tarts and Hong Kong styled milk tea, themed around “Must-Eat in Hong Kong” and “Must-Buy Souvenir When Leaving Hong Kong.”
Key angles include:
1. Highlighting that KFC uses the secret recipe from Macau’s “Margarette Portuguese Tart,” featuring a flaky crust, rich egg aroma, and better value-for-money compared to other tarts that a lot other influencers talked about, with no queues required.
2. Promoting KFC HK’s limited edition “Corgi Chocolate Portuguese Egg Tart” around Chinese New Year; e-Coupons (via WeChat/Alipay) were available to mainland Chinese customers exclusively during specific period.
The Xiaohongshu campaign this time included four content pillars:
1. HK Office Workers’ Poll on Their Favourite Afternoon Tea
2. Blind Food Tasting By Street Passers-by
3. Foodies’ Vlogs
4. HK Citywalk (Including Subtle Product Placement)
The campaign engaged 10 KOLs (1 top-tier, 5 mid-tier, 4 nano-tier). For the first 2 weeks since the content posts were published, together we achieved:
– Impressions: 3,430,000+
– Total views: 400,000+
– Interactions: 6,000+
– 4 out of 10 were classified as high-engagement viral posts
All were from organic traffic and engagements. Overall metrics exceeded expectations.
