KFC INDONESIA

DIGITAL & SOCIAL

MEDIA MARKETING
Agenda
01. Competitive Market

02. Our Target Market

03. Insight

04. The Product Launch Campaign

+ Objectives
+ Insight
+ Campaign Strategy
+ Creative & Execution Plan
+ Timeline

05. Social Media Management

+ Objectives
+ Social Media Management
+ Content Look & Feel, Sample
Competitive
Market
YOUR INDIRECT
COMPETITORS
Why as the indirect competitors?

Besides Fried Chicken, McDonald and Burger King are also selling and focusing on
Burger and both of them world’s famous selling burgers (but different target
audiences).

How is their campaign on selling burger and fried chicken?

Global Market Local Market Global Market Local Market

Fried Chicken Burger Fried Chicken Burger

How is their campaign on selling burger and specially fried chicken?

Market insight

McDonald

TARGET AUDIENCES

Primary
Kids (about 3-10 years old) Secondary :
Families Working Adults
Teenagers
Uni Student
Brand Insight

Key Message / Tagline:

i’m Lovin It

Campaign & Activity:

- Pesan Banyak Lebih Hemat
- Happy meal minions Edition
- Free 2 pcs Chicken when
ordering via mobile website
Key take out:
As a global industry with their
Technology and Innovation,
McDonald wants to be world’s most
quick services and reachable
restaurant experience. Other sides,
as a local industry they always
adapt local taste or food-culture for
the target country ex: rice in
Indonesia, french fries in Singapore.
With those adaption the local target
customers have a ‘safe sense’ for
their choices of food.
Campaign in Thailand
Campaign in Indonesia
Branded Content Promotion Product
 Facebook
Website McDonaldsid
https://www.mcdonalds.co.id 72.673.879 followers 72.673.710 total page likes
(local)
Twitter
Instagram @McDonalds_ID
@mcdonaldsid
55.600 followers
171.000 followers
Market insight Target Audiences :
Burger King Primary - Young Adults, Teenager and Young Males
Secondary - Childrens and Families

Key Message / Tagline:

HAVE IT YOUR WAY (global)
Your Way (local)
Fried Chicken for Kings (local and focus on Fried
Chicken)

Campaign & Activity:

Paket Pas
King’s Chicken
Quizes

Key take out:

Burger King shows that they are having better
services quality and provides those services with
variety of choices and fun. They also focus to
enhance the foods in order to persuade their target
customers to always try new things.
Campaign in Israel
Campaign in Indonesia
Products
Branded Content Engaging Content
Facebook Website
@burgerkingindonesia www.bk.com (global)
496.485 followers, with 492.833 total
page likes Instagram
@burgerking.id
Twitter 108.000 followers
@BurgerKing_ID
62.300 followers
YOUR DIRECT COMPETITORS
 Target Audience:
Market Insight (WingstopID) Primary - Youth
Secondary - Family

Key Message:
The Flavor Experts

Campaign & Activity:

Promo Buy 1 Get 1 (Wednesday is Wingsday)
Promo Buy 20 Get 20
Birthday Surprise (For July Born)

Key take out:

Wingstop wants to presents the sensation of
eating chicken wings with unique and varies
flavor. Also, the purpose is mostly about telling
the audience how enjoyable to share food with
our love ones (bcs the portion is quite a lot)
Campaign around the world
Flavor Invasion
 Content Pillar (Enganging Content)
Wingstop wants to encourage them
to try each one of Wingstop’s https://www.youtube.com/watch?v=
XK_X-sKNWes
flavors
Wingstop communicate all 14 flavors by giving
each one of them a personality that would
highlight their tastes and textures.

Therefore, they use all enganging talents to

represent the flavors
Campaign in Indonesia :Wednesday is wingsday!
They do the campaign very
well because who does not
want a so-called “free” thing?
Market Insight (Wingstop)
Website
www.wingstop.com (global)

Instagram
wingstopid
40.407 followers

Facebook
WingstopID
9.128 followers, with 9.039 total
page likes

Twitter
WingstopID
2.222followers
Market Insight (Richeese Factory) Target Audience:
Primary: Children and Teenagers
Secondary : Young adult and Family
Key Message/Tagline:
Everything is fun with cheese

Campaign & Activity:

Monthly Competition (KreaCheese, Photo
contest)
Free delivery charge by application
Paket Pelajar
Franchise

Key take out:

Richeese Factory plays around the product with
light and friendly content. Because the target
audience is children and teenagers which mostly
craving for cheese on their food. Also, they have
the spicy level for the young adult target
audience to make them feel “challenged” to try it
out
Campaign : BERANI COBA?
They make this campaign as their
content promotion to make the
target feel “challenged” to try and
they did it.
Market Insight (Richeese Factory) Website
http://richeesefactory.com/

Instagram
richeese_factory
72,861 followers

Facebook
RicheeseFactory
108,697 page followers
108,430 page likes

Twitter
RicheeseFactory
11,613 followers
Our Target Market
Our Target Market

Younger Generation of Indonesia

Age 16-34 years old
Area Urban
“Relationship” is (still) a hot and huge issue for them
Data Insight
Nielsen’s Data 2017
Says that most people are online
using mobile smartphone

So,

Mobile channel should be our

main focus
Data Insight
This Data
says that there is exponential
increase on Indonesian Netizen
behavior on wathing video

So,

Video Campaign is Key

Data Insight
They are all watching Youtube for
sure

So,

Youtube Campaign is a must.

Either produce our own video or
engage with youtubers
Data Insight
Most people says that most of
the time they search on the
internet about products they
have seen on an ad.

So,

Advertising with “strong traction”

is a must
Data Insight

Most people says that they are sometimes visited

the store in person after seeing video ads.

So,

We need stronger “traction” and integrated

campaign that will become a reat reason on why
people should visit the store in person
Brand Insight
KFC Indonesia is the leader in the business!
1. Best Tasting Chicken
2. Biggest chain fast-food restaurants
3. 100% Total Awareness

We have also asked several of respondents

about what is the first thing that came up on their
mind after they see a brand “KFC” other than
“chicken”:

1. Hub or meeting point (tempat nongkrong /

tempat bertemu)
2. Dinner or eating with friends and family
(makan-makan)
3. Crispy, delicious (enak)
Momentums Insight
Estimated launch time – the end of 2017 or the
beginning of 2018

Moment Insight from the estimated launch time:

• New Year 2018
• Valentine, 14 February 2018
• Chinese New Year 16 February 2018

Chocolate Chicken for those moments?

YES PLEASE…
Product Launch
Campaign Strategy

• It’s very tasty (based on KFC internal research)
• Chocolate is very popular among Indonesian
• The taste is kinda new for Indonesian, an
Innovative product
New KFC product launch
Chocolate
Chicken
Product Insight:
Jangan makan sendirian, makan ayam juga
bisa romantis, relationship masih menjadi top
issue bagi younger generation, mereka perlu
cari teman atau pasangan untuk melengkapi
moment ketika menikmati Chocolate Chicken
KFC.
Campaign Strategy

Branded Campaign
Product Launch Potential Viral
Campaign

Unbranded Campaign
Branded Campaign Strategy

Store Visits

Video as Digital Ads & Try Chocolate Share it to

Traction Social Media Chicken Win Prize

Site Visits Gamification:

Match Partner
To Get Free
Chocolate Chicken
Communication Message

#ChocolateChickenKFC
#JanganMakanSendiri

#DimulaiDiKFC
#DitungguDiKFC
#DitembakDiKFC
#DilamarDiKFC
Video as Traction
Scene Storyline Visual

Sedang cek hp dipagi hari dengan scen yang

Scene 1 wanita dan pria yang baru terbangun dan mengecek hpnya. bersama tapi kiri kanan. Si cowo kiri dan si
cewe kanan.

Scene 2 Diaplikasi terlihat mereka sedang match di website KFC yang kami buatkan Gambar layar hp

Gambar cewek cowo kiri kanan tapi dengan

Scene 3 Mereka bergembira karena ada yang match sesuai target. gesture happy karena telah terpenuhi
matchnya

Kondisi dikasih mereka berdua sedang

Scene 4 Pada saat itu mereka memesan product yang sama
pesan makanan yang sama

Scene 5 Video product detail Gambar ayam coklatnya

Scene 6 Ayam sudah di kasiin dari kasir ke mereka berdua Gambar ayam coklat di atas meja

Scene 7 Mereka ngobrol bareng sembari bercanda saat mereka makan Sepasang sedang makan
Scene 8 CTA ke store atau kunjungi microsite Blank screen aja
Video Story Board
Scene 1
Situation:
Seorang remaja laki-laki dan
remaja wanita sedang
bersantai di kamar masing-
masing dan asyik memainkan
smartphone

Copy: -

Duration:
3-5 Seconds
Scene 2
Situation:
Memperlihatkan tangan mereka
sedang melakukan swipe kiri
dan swipe kanan di web
application
KFCku.com/chocolate-chicken-
match

Copy: -

Duration:
3-5 Seconds
Scene 3
Situation:
Mereka sama-sama tersenyum
karena telah menemukan match
mereka masing-masing di web
application.

Copy: -

Duration:
3-5 Seconds
Scene 4
Situation:
Merekapun akhirnya me-redeem
Chocolate Chickin bersama-sama
di depan kasir KFC dan saling
canggung.

Copy: -

Duration:
3-5 Seconds
Scene 5
Situation:
Grafis video yang memperkenalkan
produk baru dari KFC Chocolate
Chicken beserta keunggulan product
ini.

VO:
Ada yang baru di KFC, Chocolate
Chicken yang enaknya dinikmati
bareng orang-orang tersayang kamu.

Duration:
3-5 Seconds
Scene 6
Situation:
Kasir memberikan chocolate
chicken kepada masing-masing dari
mereka dan camera zoom in ke
product, lalu mereka beranjak ke
meja makan

Copy:
Baru – Chocolate Chicken hanya di
KFC

Kasir Voice:
“Ini Chocolate Chickennya, selamat
menikmati ☺”

Duration:
5-8 seconds
Scene 7
Situation:
Shoot mereka sedang menikmati
chocolate chicken di salah satu
meja di KFC berdua.

Voice Over:
“Hari gini makan sendirian!???
Ayo temukan pasangan kamu
dan cobain chocolate chicken di
KFC”

Duration:
5-8 Seconds
Scene 8
Situation:
Grafis dengan background blur,
Muncul beberapa grafis lengkap
dengan Call to Action untuk
mengikuti gamification

Voice Over:
“Cobain Chocolate Chicken
jangan sendirian, ayo temukan
pasangan mu sekarang”

Duration:
2-5 Seconds
Digital Advertising
 Instagram & facebook ads

Google SEM, GDN & Youtube

Advertising
Digital Ads &
Social Media
Location base SMS Advertising
Location base Wifi Advertising

Other local media buying that targeting

Younger generation and Mobile Users
Ads Banner Sample

Message: “Baru – Chocolate Chicken hanya di KFC”,

“Jangan Makan Sendirian!”

CTA: “Temukan Pasanganmu”

Direct audience to our Gamification

Gamification
Marketing
Gamification Marketing

Gamification Marketing is
the art of creating experience,
transform it into memories,
so memories stay forever.

Gamification:
Match Partner
To Get Free
Chocolate Chicken
Gamification – Microsite (Web App Tinder-Like)
Gamification – Microsite (Web App)

Technology Details behind our gamification site:

1. We are using PHP base programming language

2. We will provide cloud computing (if needed) to anticipate the
increase of server usage
3. Integrated with social login & data base (in example: Instagram
API for Sign Up & Login)
4. We concern on best security (Instagram secure)
5. We will provide dedicated domain for this campaign (if needed)

Simple Technology, Secure, and Applicable.

Gamification – Microsite (Web App)
Gamification Details:

Goals:
Increase TRIALIST of Chocolate
Chicken

Traction & Engagement Point:

Interactive Tinder-like web base app
And Win Prizes (vouchers)

Game Term:
People need to match with at least 10
persons to win a prize buy 1 get 1
Chocolate Chicken that they can
redeem on every KFC store.
Share it to win prizes

Viral
Unbranded Campaign Strategy
White Label Campaign

Meme War Influencers Try Chocolate

Ignition Boosting Chicken

Microsite Visits Gamification:

Match Your Partner
With Chocolate Chicken
#ACOL
Ayam COkLat

Insight:

Millenials are really familiar with

pop culture, everything that
pops up and becoming trends
will win a market.

#ACOL on the other side is very

catchy and easy listening word,
we will make this trending using
some helps from buzzers &
influencers
Meme War Ignition
White Label Campaign

And many more…

Buzzers / Influencers Lists

@awkarin @kittendust @prilliylatuconsina96 @gritteagatha @natashawilona12

a
Karin Novilda Fathia Izzati Priliy Latuconsina Gritte Agatha Natasha Wilona
Followers: Followers: Followers: Followers: Followers:
2,2 M 204 K 17,6 M 2,1 M 6,9 M

• Creative • Young • Shy Girl • Creative • Creative

• Energic • Culinary Girl • Energic • Natural • Energic
• “Bad Girl” • Estettic • Feminist • Emergic • Modern Girl
• Young and Wild • Creative • Youngest • Young • girlie

Price: TBC Price: TBC Price: TBC Price: TBC Price: TBC
Buzzers / Influencers Lists

@wahuy_ @benakribo @aliandooo @raditya_dika @abiejie

Wahyu Fahmi Benazio Putra Aliando Syarief Raditya Dika Abie Jie Assegaf
Fadillah
Followers: Followers: Followers: Followers: Followers:
16,2 K 340 K 9,9 M 7M 50,7 K
• Creative
• Creative • Creative • Cool • Creative
• Energic
• Energic • Funiest • Energic • Millenials
• Cool
• Funiest • Millenials • loveable • Emergic
• Young and
• Youngest • Active • Youngest • Active
Wild

Price: TBC Price: TBC Price: TBC Price: TBC Price: TBC
The Launch Campaign
Timeline
No. Activity Pra Launch Month 1 Launch Month 1 Launch Month 2 Launch Month 3
Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4
1 Web App Development
Design UI/UX
Approval
Development
Bugs Fixing
User Assesment Test
Revision
Launch

2 Video Production
Location & Talent Hunt
Script Writing & Conscept Finalization
Production
Post Production
Approval & Revision
Finalization & BAST

3 Launch Campaign
a Branded Campaign
Video Post on FB & YT
Video Advertising
Social Media Campaign
Banner Advertising
Location Base Advertising

b Unbranded Campaign
Meme Posts
Influencers Boost
The Investment
Month / Unit / Total Investment
No. Tasks Investment (IDR)
Times (IDR)
1 Product Launch Strategy & Execution Management 75,000,000 3 225,000,000

2 Web App (Gamification) Development 120,000,000 1 120,000,000

3 Video Production 180,000,000 1 180,000,000

4 Digital Advertising budget

Instagram Ads 80,000,000 1 80,000,000
Facebook Ads 20,000,000 1 20,000,000
Youtube Ads 100,000,000 1 100,000,000
SMS Location Base Ads 100,000,000 1 100,000,000
Wifi.id Ads 30,000,000 1 30,000,000
Other Media Buying 80,000,000 1 80,000,000

Total in 3 Months 935,000,000

*All Prices are exclude any taxes

**All Prices are exclude social media activation prizes (quiz prizes,
etc)
The KPI
1) 20,000,000 Impression
2) 500,000 Engagement
3) 5,000 Gamification Join
4) 5,000 Customer Data Base
5) 10,000 Trialist Chocolate Chicken

Youtube Ads
Budget est. cpv est. impression est view est. view rate
IDR100,000,000 IDR 500 571,428 200,000 35%

IG Ads
Budget est. cpr est. impression est click/engagment est CTR
IDR 80000000 IDR 500 10,666,666 160,000 1,5%

FB Ads
Budget est. cpr est. impression est click/engagment est CTR
IDR 20000000 IDR 500 2,666,666 40,000 1,5%
Social Media Assets
Management
1 year social media management
Social Media Management

Content Plan Content Revision Content Publishing

& & &
Creation Approval Optimizing
Execution Plan
Facebook adalah socmed untuk engage dan berkomunikasi dengan audience. Kami akan
posting 2 kali sehari agar tetap relevant dan tidak kena penalti akibat algoritma
Facebook.
Main goal adalah untuk drive traffic ke website and drive engagement (2 arah) melalui
aktifasi dan engaging content posts.

Instagram untuk melakukan branding dan soft selling. Meski dapat juga untuk posting
engagment post.
Kami akan posting 7 - 10 kali se minggu agar tidak spammy terhadap brand.
Main goal adalah untuk edukasi, impress dan engage audience secara visual.

Twitter untuk melakukan penyebaran informasi secara singkat.

Kami akan melakukan tweet hingga 3 tweets perhari.
Main goal untuk drive traffic dan reach audience.
Social Media Administrator
Social Media Administrator harus stand by 7 jam sehari. Administrator
harus siap merespon engagement apapun yang bersifat 2 arah seperti,
mentions, comments atau inbox messages, tags, etc.

Hal ini bertujuan untuk membangun kondisi yang komunikatif dan

bersahabat agar mendapat TRUST dari audience.

(Night Time is not included – 8.00pm – 8.00am).

Content Photographer &
Videographer
Social Content
Photographer
In order to be going realistic to
engage with millennial, we
sometime need to go out there
and capture real moment, real
situation and real time. This is
why people enter social media
channel, that’s’ almost every
companies Goals.

Stock shoot is a must have

Sample Social Media
Content
Social Media Content
Look & Feel:
Simple, elegant, and appetizing

Tone:
Consistent Red KFC
Product Related Content
Caption Draft :
Suka keju? Suka pedes juga? ayo cobain Hot and
Cheesy Chicken KFC skrng, bikin harimu makin
tertantang!

#DimulaiDiKFC
Sample Content
Enganging Content
Teka-Teki Silang
Draft : Ayo buat kamu pecinta KFC, coba yuk isi teka teki
ini! Buktiin kalo kamu jago dan berwawasan luas.

Mendatar
3. Rasa mengguncang isi perutmu
8. Saus favoritmu selain saus sambal
12. Bahan baku french fries KFC
13. Restoran Fast Food kesukaan kamu

Menurun
1. Organisasi PBB yang menangani Buruh
4. Orang yang bepergian jauh
Branded Content
Draft:
Kelezatan dan gurih nya ayam KFC dijamin bikin
kamu gak bisa nahan lapar di siang hari. Apalagi Kulit
ayamnya yang selalu menjadi bagian terfavorit bisa
banget jadi pilihan santapanmu bersama teman dan
keluarga.

#DimulaiDiKFC
Promotional Content
Draft :
Buy 2 Get 3 Crispy Chicken on Monday and
Thursday!

Yuk nongkrong bareng sahabat atau gebetan di KFC

terdekat, eh kalo beli 2 ada bonus nya loh.

#DimulaiDiKFC
Trivia Idea
Content name: Kentucky Found Chicken! #KFC

Objective: Boosting the social media’s followers

Prize: They 5 luckiests winner will be get free KFC’s Super Mantab for 6
Months every friday.

Mecanism:

1. You have to like and follow KFC’s social media account

2. The Participans should found the hidden Chickens and Rice in

these picture (for ex)
Mini activation Idea 1
Contest name: Let’s DO some DOdle! #dodochallenge

Objective: To encourage people about 3R (Reduce, Reuse, Recycle)

Prize: Fresh money Rp 5.000.000,-

Mechanism:

1. You have to like and follow KFC’s social media account

2. The participants must purchased something from KFC’s store (which the
packaging made from paper)

3. You have to draw in the packaging creatively

4. If you have done the doodling, you have to share to your friends (at least tag 3
friends)
Mini activation Idea 2
Contest name: Colonel Sanders Makeup Challenge

Objective: provoke more likes and comments in the

social media

Prize: Free bucket / month for 1 year

Mechanism:

1. You have to like and follow KFC’s social media

account

2. The participants should make up (just face) as

close as possible like Colonel Sanders

3. They have to upload and tag KFC’s account

with their best makeup Challenge and will win
the prize
Mini activation Idea 3
Contest name: Chicken Flower Bucket
Challenge

Objective:

Prize: Smartphone

Mechanism:

1. purchase 3-5 Chickens in KFC and create

a beautiful Chicken Flower Bucket to win
a beautiful prize

2. They have to upload and tag KFC’s

account with their best Chicken Flower
Bucket Challenge and will win the prize.
The Investment
Month /
No. Tasks Investment (IDR) Unit / Total Investment (IDR)
Times
Digital Assets Management

1 Social Media Content Plan & Preparation 15,000,000 9 135,000,000

2 Digital Imaging & Visual Graphic Design 15,000,000 9 135,000,000

3 Copy Writing & Content Creative 10,000,000 9 90,000,000
4 Photography & Videography Stock Shoot 8,000,000 9 72,000,000
5 Social Media Administrator 5,000,000 9 45,000,000

Strategist, Account Management, Social 20,000,000 9 180,000,000

6 Advertising Management* & Reporting

Total in 3
657,000,000
Months

*All Prices are exclude any taxes

**All Prices are exclude social media activation prizes
(quiz prizes, etc)
***Exclude Advertising Budget
The KPI

Let’s Increase The Klout Score

To 80 Engagement Score
In One Year

And off course more relevant

expertise recognized by Klout Score
Thank You
And lets discuss