Our World Cup 2022 campaign with KFC UK & Ireland has earned us recognition in not one, but two categories – Best Use of Twitter and Best Audience Engagement Campaign – at this year’s awards.
SocialChain is a multi-award-winning social media agency with offices in Manchester, London and New York. We’re a creator-led collective with experience executing full-scale social campaigns for big-name brands like PUMA, Apple and the BBC.
In February 2023, we became part of the Brave Bison universe, which extends our social media services into wider marketing and tech territories, with brands such as New Balance and Currys.
For our World Cup campaign 2022, KFC UK & Ireland challenged us to use the power of reactive social. We set our sights on driving modernity and consideration by aligning KFC Delivery with key in-game, sporting and cultural moments as they happened throughout the tournament.
We responded with a campaign across Twitter and Instagram that gave KFC UK & Ireland its biggest tweet of the year, a gamified Instagram Story format that sent engagement rates skyrocketing, and unique loveable rogue-style commentary that cemented brand love in an ultra-competitive – and at times controversial – space.
Here’s a taster of the success we achieved:
–18m impressions and 440k engagements – all organic
–12m impressions and national press coverage for KFC UK & Ireland’s biggest tweet of 2022 and second-biggest tweet ever
–35% ER for our Instagram Story content
“With the team at SocialChain, we found a truly distinctive way to insert KFC Delivery into some of the biggest moments of the World Cup to get attention and drive relevancy for the brand,” says Andrew Henry, social media manager at KFC UK & Ireland.
“Our live game rooms on Twitter allowed us to react quickly to in-game moments, whilst our approach to Instagram Stories meant we could harness the hype and excitement around coming matches and maximise engagement.
“Together, we delivered some amazing results to ensure cut-through and drive awareness of KFC Delivery throughout the World Cup. And we even made headlines!”
“I was extremely excited at the prospect of working on this project because it felt like such a natural way for us to incorporate a truly unique brand tone of voice into a hyper relevant cultural moment,” says SocialChain’s Will Hughes, senior account manager for the project.
“Not only have our Content team been instrumental in shaping how the KFC brand lives and breathes on social but their ear-to-the-ground knowledge of how football content is consumed is second to none, which is what allowed the content to thrive. Furthermore, we adopted agile ways of working and new logistical procedures to ensure we were on hand to take advantage of every key moment in the tournament.
“I’m delighted to have been shortlisted for the awards and it’s a credit to the hard work across both agency and client teams.”
“Everyone on our team thoroughly enjoyed working on the World Cup campaign from beginning to end,” adds Thomas Terry, our KFC social media manager. “It was fantastic to see KFC present during the biggest moments by providing a humorous, alternative live commentary using our loveable rogue tone of voice for football fans across social.
“It’s great to see that our hard work has been recognised by being shortlisted for the UK Social Media Awards!”
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