Outcome-based Crisis Management for COVID in Myanmar
March 26, 2022
From limp and bland to big and spicy! Using creative to tackle business issues.
November 21, 2022Our Work
Case Study
“Sharing is KFC”
Celebrating the 7-year anniversary of KFC in Myanmar
The Challenge
Throughout a year of COVID and another of a coup, KFC is one of the few which has been communicating meaningfully. However, there were some hiccups during the coup that led to misunderstand of KFC brand values and intentions.
The Solution
In order to regain affinity with consumers and further increase brand value, ERA came up with the concept of “Sharing is KFC”, to reflect upon all the moments which were shared among consumers and employees during the brand’s tenure in Myanmar, communicated through a heartfelt video and social media campaign. We intended our stakeholders to understand that as a constant and welcome presence in Myanmar; “Sharing is KFC” demonstrates commitment by offering better experiences, services/products, and being a better employer. Notably, this campaign marked the first representation of a LGBTQ+ couple in a campaign by a major brand in Myanmar.
Results
A Highly Viral Campaign
+14.3K
Social Engagement
+214
Participants
+800
Shares
