KFC case - media strategy | Total Advertising Group

Challenge:

KFC is one of the most recognizable fast food brands in the world, but even a strong global brand requires systematic local support to remain visible in Tajikistan's competitive media market. TAG was tasked with not just a one-time advertising campaign, but with building a long-term, sustainable communications strategy across three areas: creating a modern, stylish brand image, increasing awareness of key products, and increasing restaurant traffic—both through new customers and increasing the frequency of visits by regular customers.

Insight/Strategy:

Tajikistan's media consumption market has its own unique characteristics: television remains the primary source of reach (811,000 viewers per day, and 871,000 viewers per day among those 65+), while digital is growing rapidly year-on-year. A one-size-fits-all solution, "one channel for all reach," doesn't exist.

Therefore, we built a strategy on a combination of three complementary channels:

TV — as the main source of reach and trust in the brand
Radio - as a channel for supporting contact frequency and memorability, enhancing the effect of TV in the intervals between campaigns
Digital — as a measurable channel for precise targeting, hypothesis testing, and direct traffic to the site

The key principle was not a one-time placement, but a continuous presence on air throughout the year, with a high rotation of different creative campaigns to avoid audience burnout.

Activation:

The partnership with KFC began in April 2024 and continues until May 2026—more than two years of continuous operation.

01 · Television

KFC campaigns were placed on 7 national TV channels simultaneously, including market leaders - TV Safina, TV Sinamo, TV Tojikiston. During the year, 13 separate advertising campaigns for various product offerings (Twister Jalapeno, My Basket, KFC Fest, Sanders Combo, Combo Classic and others), in total 56,084 airings and 73,417 GRP.

02 · Radio

In parallel, the campaigns were supported by 8 radio stations, with the same 13 creative campaigns during the year - in total 59,616 airings, providing additional frequency of contact with the audience between television flights.

03 · Digital

The digital strategy was built on a combination of contextual advertising (Google Ads, Yandex Ads), targeted advertising (MyTarget, HiTarget), and local Tajik platforms (Mix, Topvideo). The campaigns included both attracting new audiences and retaining existing visitors, with regular measurement of results and strategic adjustments.

Result:

Position in the TV market:

7th place among all advertisers in Tajikistan in terms of TV placement volume
SOV (share of vote) 6.8% exceeds SOS (share of budget expenditure) 6.4% — direct evidence that the media purchase was effective: the brand received more airtime than was proportional to the invested budget

Radio position:

6th place among advertisers in Tajikistan by volume of radio placement

Digital results:

Website traffic has increased 2–5 times across all age groups of the audience
The bounce rate has dropped to 28,1%, despite the influx 99.6% new users — a strong indicator that the advertising creatives accurately met the audience's expectations
89%+ traffic came from mobile devices
The core audience is a segment 25–34 years old (285,230 visits), with the most stable and engaged behavior

Long-term partnership:

More 2 years of continuous cooperation (April 2024 - May 2026) - a rare sign of trust in a market where agencies often change annually

What we did:

Development and implementation of an annual media strategy across three channels: TV, radio, and digital
Media planning and purchasing of airtime on 7 TV channels and 8 radio stations
Launch and support of 13 creative advertising campaigns during the year
Setting up and managing digital advertising (Google Ads, Yandex Ads, MyTarget, HiTarget, local Tajik platforms)
Regular analysis of effectiveness and adjustment of strategy across product lines and audience age segments
Ensuring continuous brand presence on air to minimize audience burnout