While the U.S. continues to enjoy KFC's array of Colonel Sanders, in Romania, the brand get serious with a content series that takes a dark look at teenage social media obsession.
The series, "Social Me," follows a fictional teenage influencer and her struggles to reach the daily quota of posts and likes. She looks at the people in her life -- including her boyfriend, dog and childhood friend -- purely as a source of content and everything she does is conveyed through a series of filters and hashtags.
Developed in partnership with MRM//McCann Romania and McCann Bucharest, the content is the first original series on KFC's new KFC Social Entertainment Channel. There is some KFC branding--scenes were shot in a KFC restaurant, and there is mention of KFC products--but a spokeswoman for agency says the link with KFC is more that it ties into the brand's local philosophy, "Be Real."
Monica Eftimie, CMO at Sphera Franchise Group, the restaurant holding company that operates KFC in Romania, explains further: "KFC stands for realness, not perfection, so we translated that into an online series meant to serve as a manifesto for teens to not give in to the social pressure of having a perfect online life, to own their true selves."