Reprise in Malaysia has won the Grand Prix for How KFC’s #1 Fan Charmed Millions in the Effective Social Strategy category of the WARC Awards. The fast-food brand used a comedic take on a social influencer to drive affinity with millennials in Malaysia.
To combat a series of critical price-based social media posts, which sparked a national debate on rising prices within the fast-food industry, KFC launched a tactical free chicken promotion to reignite love amongst teens and young adults, and drive footfall in-store. KFC introduced its number-one fan, Mat Ayam Free, who drove affinity with millennials by hijacking other carefully curated top celebrities’ Instagram pages, while shamelessly promoting KFC’s chicken.
The campaign successfully increased brand share amongst teens and young adults by 4% each, gained exposure to the combined influencers’ audience of 20.3m followers, gained 2.5m followers of its own with 6.6m impressions and reversed negative social sentiment.
A total of 13 campaigns – one Grand Prix, two Golds, five Silvers and five Bronzes – have won in the Effective Social Strategy category, which links social strategy to business success.
The full winners’ list, as voted by the 15-strong jury of agency- and client-side industry professionals, is as follows:
How KFC’s #1 fan charmed millions · KFC· QSR Stores Sdn Bhd · Reprise · Malaysia
No Need to Fly – Around the World in Germany · German Rail · Ogilvy Germany · Germany
Twitter Bait · Burger King · Restaurant Brands International · MullenLowe US · United States
Celebrating Subcultures · Burger King · Restaurant Brands International · MullenLowe US · United States
Scroll-Thru · KFC · Yum! Brands MENAPKT · Memac Ogilvy · Middle East (general region) + Path-to-Purchase Award
Everyone is an Amazing Book · Amazon Prime Reading · Amazon China · McCann Worldgroup China · China
Bring Back the Idols · Snickers · Mars Japan · BBDO Japan · Japan
#WomenRewriteWomen · El Tiempo · MullenLowe SSP3 · Colombia
Be a Masshole, Not an Asshole · Yes on 3 Coalition · MullenLowe US · United States
Hesitation · SKODA · RE-MIND PHD · France
Great Work – WWF’s Black Friday twist · WWF · Facebook Creative Shop · United Kingdom + Smart Spender Award
The Gift of Social Commerce · Lady’s Choice · Unilever · Ogilvy Philippines Inc. · Philippines
#NotAJoke · Change the Ref · MullenLowe US · United States + Live Award
Lex Bradshaw-Zanger, CMO, L’Oréal UK & Ireland and chair of the jury, commented: “As social grows in scope and becomes more firmly rooted in commerce, this year’s winners show a range of social strategies, truly engaging the consumer, from across the world that practitioners can learn from and be inspired by, helping to build future growth across a multitude of sectors.”