UM x KFC x CNY IP — Bridging Tradition with "New Gen" Culture
In a digital landscape where fast-food marketing is more competitive than ever, KFC partnered with Sevenvault to transform a traditional festive moment into a viral lifestyle phenomenon. By integrating the viral Quby IP (“Pentol”), we successfully modernized the brand’s image and captured the attention of Malaysia’s younger demographic.
OVERVIEW OF THE PROJECT
The UM x KFC x CNY IP campaign was a strategic, character-led initiative designed to redefine the Quick Service Restaurant (QSR) experience. By leveraging a viral IP that resonates deeply with Gen Z and Millennials, the project focused on creating high-impact digital moments that extended far beyond a standard meal. The initiative maintained high visibility for 4–6 weeks, cementing KFC’s place within the modern digital ecosystem.
CAMPAIGN OBJECTIVE
1. Maximize Brand Exposure: Integrate the Quby IP into high-traffic KFC touchpoints to ensure the brand stayed top-of-mind.
2. Drive New Gen Relevance: Strengthen KFC’s appeal among Gen Z and Millennials by creating trendy, shareable lifestyle moments.
3.Viral Cross-Platform Engagement: Achieve viral status through “unboxing” content and themed AR filters, turning customers into organic ambassadors.
THE RESULTS
4,065,591 Media Reach
12 x IG Reel
18 x IG Stories
11 x Tiktok
12 x KOLs
4-6 Active digital collaboration
Why it Worked: The Sevenvault Edge
The success of this campaign lay in its ability to modernize a legacy brand through viral cultural anchors. By utilizing a tiered influencer strategy and capitalizing on the “unboxing” trend, we ensured that KFC didn’t just join the conversation—it led it. The association with a trendy IP allowed the brand to penetrate niche communities and foster genuine brand affinity.
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