Making KFC Go Viral: A Gen Z Ambassador Strategy
If I were working on KFC’s new Gen Z ambassador program, the first thing I’d do is get really clear on our goal. Are we trying to go viral on TikTok, bring people into stores, or just build hype around the new spicy chicken and lemonade? Once I know that, I’d start looking for creators who already post fun food reviews or lifestyle content and actually connect with Gen Z. Authenticity matters a lot to this audience, so I wouldn’t just pick the biggest influencers, I’d focus on people whose personalities match KFC’s vibe. Next, I’d build a campaign that feels interactive, like a “spice challenge” or first reaction taste tests, and give ambassadors creative freedom to make content in their own style. I’d also offer perks like exclusive access, discount codes for their followers, or limited edition meals so it feels special. Finally, I’d track engagement, views, and in store traffic to see what’s working and adjust the strategy if needed. A collaboration I think about is Dunkin’s collaboration with Ice Spice around the time she first came out. It made sense because her brand is the pumpkin spice color hair. So it went well with the fall vibe of the drink she had. It was also perfect because her fans are called Munchkins and her drink had their munchkin donuts in it. I’d want KFC’s ambassadors to have that same genuine connection like this.
Wachanga (PowerPoint Slides)
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