KFC

KFC’s secret recipe: An audience-first approach to online video

Challenge

KFC’s finger-lickin’ menu entices Aussies of nearly every age. That’s why free-to-air TV advertising has been the brand’s main marketing dish for decades. But with Aussies under 35 watching less TV than ever before, KFC realised it was time to mix up its media strategy.

Consideration

Approach

Younger Aussies’ affinity for online video inspired the brand to experiment with a new approach. In August 2018, YouTube reached 93% of Aussies aged 18-34, who spent more than 34 hours on average watching video content that month.1 Based on that insight, KFC and Mediacom decided to split the brand’s media strategy, keeping their TV ads running while using online video as a primary channel to reach younger audiences.

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