KFC UK's chaotic social strategy lifted brand equity among 18-24s
CaseBrand & Creativity
KFC UK's chaotic social strategy lifted brand equity among 18-24s
After KFC UK switched to a chaotic, entertainment-led social strategy, its YouGov BrandIndex score among 18-24 year olds climbed steeply, pulling well ahead of the nationally representative trend.
Source
Entertain or Die 3.0 - Small W•rld x Tracksuit (2026)
Dan Salkey (Small W•rld), Max Willson (Tracksuit), Sophia Epstein, Dom Hoskins
p. 8 (YouGov BrandIndex via The Drum)
Go to the originalMore from this source
StatHalf of all ads are less engaging than footage of cows grazingStatDull ads make conversion more expensiveWarningAds have drifted from showmanship to salesmanship since the mid-2000sStatMeta ad spend has grown to nearly match global linear TV spendStatMost social users open the apps to be entertainedStatYoung audiences are more excited by creator content than by new TV shows or filmsStatInfluencers deliver one of the highest long-term ROIs of any channelPrincipleCreators are the strongest touchpoint for building future demandStatThe most entertaining ads multiply memory, awareness and image liftStatNearly all of the most entertaining brands grew revenueStatAlmost half of the most entertaining brands achieved double-digit revenue growthStatEntertaining brands are far more likely to be people's preferred brand