How Creative Podcast Features Boosted Buzz and Sales for KFC’s Dirty Louisiana Burger
This month, we're spotlighting a campaign that proves the power of strategic influencer partnerships and integration of creative features in the dynamic world of podcast advertising. KFC came to us with a clear goal: drive buzz and sales for the highly anticipated return of their three-sauce 'Dirty Louisiana' Burger and the new Dirty Louisiana Fries this autumn.
The result? A targeted, creative, and highly effective podcast campaign executed across Onic Originals influencer-led podcasts that delivered impressive results and integrated brand content.
The Challenge: Bringing Back a Sold-Out Sensation
The brief required reaching an 18-34-year-old audience, and leveraging the authenticity of influencers to promote the burger’s three distinct sauces: Supercharged Mayo, Smokey BBQ, and Black Pepper Mayo.
The Onic Originals Solution: Beyond the Standard Read
Instead of relying on simple, transactional live reads, we identified two perfect fits within the Onic Originals roster whose hosts and audiences align perfectly with KFC's influencer strategy: "On The Kase" (hosted by Kasey Campion) and "Socially Awkward" (hosted by Daniel Devin, Brandon Caulfield and Shanice Griffin).
We designed bespoke, branded features that made the KFC messaging an organic and engaging part of the show's content, guaranteeing engaged listening and high recall.
1. "On The Kase": Dirty Louisiana Dilemmas
Leveraging Kasey Campion's well known Story Time format, we created the "Dirty Louisiana Dilemmas," where Kasey tackled listener questions and offered her "spicy advice"—a direct nod to the sauces. This approach was strategic, leveraging Kasey's Story Time to position the 'Dirty Louisiana' as the catalyst for bold conversation and action.
2. "Socially Awkward": Saucy Stories
Each week, Shanice, Daniel and Brandon brought in 3 special items that have inspired or scandalised them that week. From a controversial balaclava to retro technology, the group rated each item on a Saucy scale.
Why This Campaign Stood Out
- Integration: The features were not just ads; they were integral, entertaining features of the podcasts. This approach ensures maximum engagement as listeners tune in for the content itself.
- Targeted Reach: By selecting popular influencer-led podcasts with mass social audiences, we were able to deliver the campaign directly to the coveted 18-34 demographic, leveraging the hosts' trusted voices.
- Creative Tie-In: The campaign didn't just mention the burger; it built a creative framework around the sauces, making the product's identity memorable and fun.
The Results:
The campaign delivered significant reach and impact:
- 12,300 downloads were delivered across the campaign
- Over 67,000 social views were generated, amplifying the campaign beyond the audio platform.
KFC’s 'Dirty Louisiana’ bespoke podcast package is a prime example of how Onic Originals can provide strategic and effective digital solutions. It successfully highlighted the product's unique selling point and proved that the right influencer, the right concept, and the right targeting can generate exceptional results.
“’It was a pleasure to work with Onic on this campaign and create an engaging way to announce the return of the Dirty Louisiana Burger at KFC. The Onic team delivered a highly impactful solution that was both personalised to KFC and perfectly captured the saucy character of the Dirty Louisiana Burger. We loved the custom elements developed for the campaign, including the “Saucy Stories” feature, which formed part of the hilarious Socially Awkward podcast.”
Interested in an equally targeted and creative campaign for your next product launch? Contact us to see how Onic Originals can craft your next winning strategy.
Socially Awkward
https://www.instagram.com/p/DO6n6DNjDEf/?hl=en
https://www.instagram.com/p/DOoRNAHDPOO/?hl=en
https://www.instagram.com/p/DPRezxZjOv_/?hl=en
On the Kase with Kasey Campion
https://www.instagram.com/p/DPRbYvxAlOa/?hl=en
https://www.instagram.com/p/DPEUMjXAhzA/?hl=en
https://www.instagram.com/p/DO3n1UOAiS_/?hl=
