Objectives & Brief

KFC is a globally recognised fast-food brand, celebrated for its signature fried chicken and strong presence in the market. As part of a university project, this campaign was designed to elevate brand engagement, connect more effectively with key audience groups, and enhance KFC’s digital presence. The strategy centred on creative social media content and customer-focused digital experiences to strengthen the brand’s impact online.

What we did

I designed a Q4 campaign targeting university students during ‘freshers’ season, tapping into their transitional lifestyle and evolving eating habits. I carried out a PEST and SWOT analysis, plus a competitor review to spot opportunities. I set SMART objectives, built audience profiles, and developed two digital personas with mapped journeys. The strategy used KFC’s distinctive brand voice, app-exclusive offers, and gamified experiences to encourage repeat orders and higher delivery frequency. The campaign combined a social media plan, targeted ads, influencer partnerships, competitor keyword insights, and an eCRM strategy to boost retention. I also produced a budget breakdown within the £1.2M allocation and an implementation plan with clear ROI and success measures.