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Influencer Marketing - KFC Campaign

The document proposes an influencer campaign for KFC Pakistan to promote inclusivity towards the transgender community. It outlines objectives like ensuring gender inclusivity in KFC franchises and normalizing transgender people purchasing food there. The strategy involves influencers inviting transgender people inside KFC to order and creating a welcoming environment. It recommends influencers like Mahira Khan, Rana Hamza Saif and Zia Tabarak to engage target audiences of KFC lovers, woke crowds and 18-45 year olds.

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Walya Sadiq
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144 views17 pages

Influencer Marketing - KFC Campaign

The document proposes an influencer campaign for KFC Pakistan to promote inclusivity towards the transgender community. It outlines objectives like ensuring gender inclusivity in KFC franchises and normalizing transgender people purchasing food there. The strategy involves influencers inviting transgender people inside KFC to order and creating a welcoming environment. It recommends influencers like Mahira Khan, Rana Hamza Saif and Zia Tabarak to engage target audiences of KFC lovers, woke crowds and 18-45 year olds.

Uploaded by

Walya Sadiq
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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INFLUENCER

CAMPAIGN
Inclusivity with KFC
Walya Sadiq 22010031
Rida Ghaffar 22010114
Muhammad Ehtisham 23010062
Nabeera Ali Naqvi 23010066
Sana Saeed 23010068
WHY KFC?
It is the largest fast-food chain in
Pakistan with having its presence in
more than 32 cities with over 160+
branches across the country ​
The reason of opting for KFC is to
establish an inclusive approach by
KFC towards the Transgender
Community of Pakistan ​
It is our responsibility as consumers to
bring a more inclusive outlook to our
society. And since, food brings all of
us together, let's start there!
THE OBJECTIVES
To ensure gender inclusivity at all KFC
franchises

To normalize transgenders purchasing


and eating means at fastfood
restaurnts
To create an impact by generating
constructive discourse on social media
regarding transgender rights​

Enhance the reach of the "Inclusivity


Campaign" by 250 Million
THE STRATEGY OUR STRATEGY IS TO BREAK THE
STEREOTYPICAL NORMS OF OUR
SOCIETY BY LETTING TRANSGENDERS
WALK INTO KFC TO PLACE THE ORDER
​
OUR INFLUENCERS WOULD INVITE THE
CONFUSED TRANSGENDER STANDING
OUTSIDE KFC TO JOIN THEM IN AND
THE WHOLE LINE OF PEOPLE WAITING
TO PLACE ORDERS WOULD WELCOME
THEM WHOLEHEARTEDLY BY GIVING
THE TRANSGENDERS THE SPACE TO
ORDER ​

WE ARE TRYING TO ATTAIN THE


MAXIMUM REACH THROUGH THIS
STRATEGY TO CREATE AN IMPACT ON
SOCIETY ​
TARGET AUDIENCE

KFC WOKE 18-45


LOVERS CROWD YEAROLDS
INFLUENCERS

MAHIRA KHAN RANA HAMZA ZIA TABARAK


SAIF
MAHIRA KHAN
9.6M followers, 1.2K posts
Actively uses her platform to shed
light towards gender equality,
education rights
Casual, fun content that is relatable
High positive association
Celebrity Influencer so high reach
RANA HAMZA SAIF
244K followers, 758 posts
Supports social and political causes ,
collects donations, participates in
political rallies
Travels globally for food blogging
ZIA TABARAK
@streetfood.pk
27.5K followers, 1M subscribers on
Youtube
Promotes local heritage and culture
Micro-influencer, makes his content
more relatable and accessible by
the audience
LETS TALK NUMBERS

Audience Size: 267.9K


Average Likes per Post: 19.4K
Average Comments per Post: 116
Engagement Rate: 7.27%
CPM: $3900/87500+45800=Rs.6.43
LETS TALK NUMBERS

Audience Size: 27.9K


Average Likes per Post: 1.1K
Average Comments per Post: 15
Engagement Rate: 4.02%
CPM: $800/15500+8400=Rs.7.36
RECOMMENDATIONS

A background check needs to be made on


the influencers beforehand and see how
much risk the influencer brings of a
potential negative association. This is why
we are choosing influencers who are allies
of the transgender community.
RECOMMENDATIONS CONT.
TIMING IS A CRUCIAL FACTOR WHEN IT COMES TO INFLUENCER
MARKETING. IDEALLY, THE KFC’S MESSAGE SHOULD BE PUSHED BY
DIFFERENT INFLUENCERS AT THE SAME TIME TO CREATE THE
MAXIMUM BUZZ!​

IF AN INFLUENCER CONTRADICTS THE IMAGE THEY HAVE SET, THE


MOMENT ANYTHING OPPOSITE IS WITNESSED, A GREAT FOLLOWING IS
LOST. OUR PROPOSED CAMPAIGN ENSURES THE LEAST POSSIBLE
LIKELIHOOD OF IT.

OUR CAMPAIGN WILL LEAD TO KFC OFFERING EXCLUSIVE DEAL FOR


TRANSGENDERS AND MARKETING THE CAMPAIGN IN ALL DIGITAL
CHANNELS LIKE FACEBOOK, INSTAGRAM, YOUTUBE AND LINKEDIN.
H A N K Y O U
T !

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