Australian fast food outlet extends "KFC moments" approach to Snapchat as part of growing social and digital engagement efforts
KFC Australia claims it is one of the first large Australian retail brands to join Snapchat and has used the social media platform to launch its latest taco product.
The company launched its Snapchat presence to coincide with the release of the new double soft shell zinger taco, which was announced for the first time to fans using the social platform. The brand said snaps were viewed almost 3000 times within the first three hours of being active on the app.
KFC Australia chief marketing and development officer, Nikki Lawson, said the fast food brand was looking to be “on the pulse” digitally and engage with target markets in an environment where they’re actively interacting with each other.
KFC launched on Twitter in February and also has a presence on Facebook and Instagram. Lawson said was Snapchat a natural extension to share “KFC moments”.
“KFC Australia has a really engaged fan base,” she said.
“We are always looking for new ways to create a dialogue with our fans and always endeavour to be on the front foot in terms of digital media. We want to be where the fans are – and right now they’re holding their thumb down on Snapchat stories from their friends, family and brands they love.
“We are excited about the growth of Snapchat since our launch this week, we were able to use the channel to announce an exciting new product and our consumers really responded to the approach.”
To date, KFC Australia has attracted 750,000 Facebook fans, 8500 Instagram followers and 5570 Twitter followers.
Other brands globally are using Snapchat to both raise awareness and as part of multi-channel activities. The US National Basketball Association, for example, leveraged the Snapchat stories feature to encourage fans to tune into a real-time TV webcast as player, Kevin Durant, was awarded Most Valuable Player.
Read more: How to engage in influencer marketing: The controversy and the opportunity
Mountain Dew, meanwhile, used some of Snapchat’s social influencers during the Super Bowl to promote the launch of new flavours of its Kickstart Morning Drink using real-time, fan-driven stories featuring Web celebrities, Jerry Purpdrank and D-Trix.
Closer to home, a number of Australian media brands partnered with Snapchat for the launch of its Discover feature earlier this year to provide content to users. These included News Limited, National Geographic, Fox Sports and Cosmopolitan.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
The current global COVID-19 pandemic is resulting in unprecedented disruption to every aspect of our lives as marketing and brand professionals, from the ways we work, to how our organisations operate, and the way in which we acquire and engage customers. So we’ve drawn on our wonderful CMO50 alumni community to explore different aspects of the crisis facing all of us right now.
The current world pandemic, COVID-19, and its tragic effects has created different and challenging situations for nearly every business. Every business sector is affected differently, depending on the nature of what your place in the world, creating the most unique situation most of us have ever and will ever experience during our professional lives.
People whose personal details and experiences signal they come from racially diverse backgrounds are less likely than anglo or Caucasian candidates to make it through the first cut in recruitment processes. Even if the organisation says it values diversity.
The impact of coronavirus is far reaching with the true impact on the economy and businesses is unknown. While there are a few categories and brands experiencing growth, for the most part the crisis is wreaking havoc for large and small operators across many sectors including entertainment, tourism, retail, fitness, services and the list goes on.
Why these voice assistants are so popular nowadays? Maybe I should get one too? I am really curious.
Jill Kim
Aussie brands jump on voice-interaction bandwagon following Amazon Alexa's local launch
Your page is very helpful. Thank you for sharing with us
Eriona Ajvazi
10 brands making a positive difference to a world in crisis
Extremely insightful and well written. Thanks for the great article!
Nicole Brodie Nahum
Why COVID-19 makes it more important than ever to move at the speed of the consumer
Blockchain is one of the fastest growing technology in today's digital era. Industries like banking and finance are already using blockch...
Aniket Singh
Can blockchain deliver on its big advertising promises?
Great article Emma. So many gems in there. Awesome to have you in the team!
One Small Step Collective
Why COVID-19 makes it more important than ever to move at the speed of the consumer