K-Hack Zizan Razak
6. Digital Experience Kancils [6.9 Best use of influencers]

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Links:
https://www.tiktok.com/@zizanrazak869/video/7257400440298441985
Product/Service:
Ayam Goreng with Sweet & Spicy Sauce
Client:
Gerbang Alaf Restaurants Sdn Bhd
Brief:
We discovered our Limited Time Only Sweet & Spicy K Chicken McNuggets Sauce went perfectly with our Ayam Goreng McD. Problem is: it's hard to stand out in an age of viral food trends when our competition is constantly introducing new fried chicken flavour pairings.
Solution:
Malaysians love hopping onto viral food trends. But the best viral food trends don't start with ads; they start on TikTok. Instead of advertising the Sweet & Spicy K Sauce as a pairing, we turned it into a FAN HACK using local celebrity and McD fan, Zizan Razak. All through an unbranded, unboosted 33-second lo-fi TikTok video of a fan discovering a new food trend. Once the trend went viral on Tiktok, we made the 'K Hack Cara Zizan Razak' (Korean Hack, Zizan's Way) available on our McD app for all customers to try and enjoy Results: 3 million organic views for Zizan's video 8.1 million organic views for fan-created videos +118% sales for Ayam Goreng McD (vs before launch) The K-Hack content became a trend on TikTok, where about 20 Tiktokers wanted to ride the wave and participated by posting their POV/reactions, even Mega TikTokers participated which gave us organic growth of additional 2.3m views Total views garnered from the trend was 5.9m.

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