Overall Progress
0%
0 of 40 tasks complete ·
Total Tasks
40
across 3 projects
In Progress
5
active right now
In Review
1
awaiting sign-off
Overdue
5
past due date
Blocked
0
no blockers
Status Breakdown
40 tasks
34
To Do
5
In Progress
1
In Review
0
Done
0
Blocked
Per-Project Health
3 projects
Shoot 1 — TT Owned Sprint (LIVE Mon 18 May)
0%
Shoot 2 — Hero Series EP1-3 (EP1 LIVE Mon 15 Jun)
0%
Shoot 3 — Espresso TOF/MOF (TOF LIVE Mon 13 Jul)
0%
Content Review
12 items
0%
Approved
Approved
0
Revisions
0
Rejected
0
Pending
12
Overdue Tasks
5
Source TT shooter — 2-3 candidates, confirm rates
Shoot 1 · Due 01 May
3d late
K
Confirm Bel availability Wed 7 May AM
Shoot 1 · Due 01 May
3d late
K
Confirm KA staff (3-4) for Officetok Thu 8
Shoot 1 · Due 01 May
3d late
R
Owned TT brief — content matrix locked
Shoot 1 · Due 01 May
3d late
K
TCA brief — "The Ask" sent (Hero talent)
Shoot 2 · Due 01 May
3d late
K
Blocked Tasks
0
No blockers right now.
Upcoming (Next 14 Days)
18
Pre-pro day — wardrobe, props, recipe lock
05 May 2026 · Shoot 1
TOMORROW
TT D1 — Bel half-day at Bel kitchen
07 May 2026 · Shoot 1
IN 3d
SHOOT DAY — Shoot 1
08 May 2026
IN 4d
TT D2 — KA office (Officetok) + dressed space
08 May 2026 · Shoot 1
IN 4d
Espresso brief lock — TOF/MOF/LOF architecture
08 May 2026 · Shoot 3
IN 4d
EP1 Maddie + Nonna — confirm + shot list (Mel)
11 May 2026 · Shoot 2
IN 7d
Editor starts — first 6-8 pieces prioritised
12 May 2026 · Shoot 1
IN 8d
EP2/EP3 talent confirm (Jaz+Remmie / Daen)
12 May 2026 · Shoot 2
IN 8d
Stand Mixer COTY product on set (EP1)
12 May 2026 · Shoot 2
IN 8d
SHOOT DAY — Shoot 2
14 May 2026
IN 10d
+8 more upcoming
Shoot 1 — TT Owned Sprint (LIVE Mon 18 May)
▶
Shoot 2 — Hero Series EP1-3 (EP1 LIVE Mon 15 Jun)
▶
Shoot 3 — Espresso TOF/MOF (TOF LIVE Mon 13 Jul)
▶
Production Timeline
27 Apr — 24 Oct
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TODAY
Shoot 1 — TT Owned Sprint (LIVE Mon 18 May)
Source TT shooter — 2-3 candidates, confirm rates
Confirm Bel availability Wed 7 May AM
Confirm KA staff (3-4) for Officetok Thu 8
Owned TT brief — content matrix locked
Pre-pro day — wardrobe, props, recipe lock
TT D1 — Bel half-day at Bel kitchen
TT D2 — KA office (Officetok) + dressed space
Editor starts — first 6-8 pieces prioritised
First cuts to KA
KA approval window + amends
Final cuts, captions, schedule TT/IG
LIVE — first 6-8 owned pieces
Shoot 2 — Hero Series EP1-3 (EP1 LIVE Mon 15 Jun)
TCA brief — "The Ask" sent (Hero talent)
EP1 Maddie + Nonna — confirm + shot list (Mel)
EP2/EP3 talent confirm (Jaz+Remmie / Daen)
Crew + travel — Zeke local Mel, then Syd block
Stand Mixer COTY product on set (EP1)
EP1 shoot — Mel (Maddie + Nonna)
Bel solo — Bel EP1 ext + F3 ongoing (Syd)
EP2 + EP3 + Espresso block (Syd)
Edit EP1 — cold open + 4 acts + Bel ext
KA review EP1 + revisions
EP1 LIVE — Mon 15 Jun
Edit EP2 + cutdowns + Bel ext
EP2 LIVE — Late Jun
Edit EP3 + Winter pairing Bel ext
EP3 LIVE — Mid Jul
Shoot 3 — Espresso TOF/MOF (TOF LIVE Mon 13 Jul)
Espresso brief lock — TOF/MOF/LOF architecture
Cast lead talent (ritual character) + arriving group
Locations — Sydney apartment (W4 May)
Product on set — Compact + Semi-Auto + Multi-machine
Day 1 — Summer / Compact / Iced ritual
Day 2 — Winter / Multi-machine
Edit TOF F1-F4 (60-90s editorial features)
Edit MOF "5-9 before my 9-5" + lifestyle pieces
KA review TOF features + revisions
TOF LIVE — F1 Iced Coffee Ritual
TOF LIVE — F2 The Hand-Off
MOF rolling — 5-9, dream coffee bar, breakfast club
LOF rolling — tutorials, comparisons, latte art
May 2026
TT Owned
Hero Series
Espresso
Milestone
Mon
Tue
Wed
Thu
Fri
Sat
Sun
1
Source TT shooter — 2-3 candidates, confirm rates (end)
Confirm Bel availability Wed 7 May AM
Confirm KA staff (3-4) for Officetok Thu 8
+3 more
2
3
4
5
Pre-pro day — wardrobe, props, recipe lock
EP1 Maddie + Nonna — confirm + shot list (Mel)
EP2/EP3 talent confirm (Jaz+Remmie / Daen)
6
7
TT D1 — Bel half-day at Bel kitchen
8
SHOOT DAY
TT D2 — KA office (Officetok) + dressed space
Crew + travel — Zeke local Mel, then Syd block
+3 more
9
Editor starts — first 6-8 pieces prioritised
Stand Mixer COTY product on set (EP1)
10
11
EP1 Maddie + Nonna — confirm + shot list (Mel) (end)
12
Editor starts — first 6-8 pieces prioritised (end)
First cuts to KA
EP2/EP3 talent confirm (Jaz+Remmie / Daen) (end)
+2 more
13
14
First cuts to KA (end)
KA approval window + amends
SHOOT DAY
+1 more
15
KA approval window + amends (end)
Final cuts, captions, schedule TT/IG
Crew + travel — Zeke local Mel, then Syd block (end)
+3 more
16
Final cuts, captions, schedule TT/IG (end)
Edit EP1 — cold open + 4 acts + Bel ext
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LIVE — first 6-8 owned pieces
TT Owned LIVE
19
Locations — Sydney apartment (W4 May) (end)
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Bel solo — Bel EP1 ext + F3 ongoing (Syd)
22
Product on set — Compact + Semi-Auto + Multi-machine (end)
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EP2 + EP3 + Espresso block (Syd)
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Day 1 — Summer / Compact / Iced ritual
27
SHOOT DAY
Day 2 — Winter / Multi-machine
28
EP2 + EP3 + Espresso block (Syd) (end)
29
Edit EP2 + cutdowns + Bel ext
Edit EP3 + Winter pairing Bel ext
30
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Edit TOF F1-F4 (60-90s editorial features)
TIKTOK
Shoot 1
F1 — "Things I no longer buy"
Owned TT format 1, KA office. First 6-8 launch pieces for Mon 18 May.
Link:
Reviewer:
TIKTOK
Shoot 1
F2 — "Your appliance can do WHAT?"
Owned TT format 2, KA office. Reveal-led format with COTY angle.
Link:
Reviewer:
TIKTOK
Shoot 1
F3 — Bel weekly + launch speech
Bel kitchen pieces, "What I'm making" + launch speech + UGC CTA.
Link:
Reviewer:
TIKTOK
Shoot 1
F4 — Officetok + COTY reveals
KA office shots, COTY reveals from dressed space.
Link:
Reviewer:
VIDEO
Shoot 2
EP1 — Maddie + Nonna Fina (Mel)
Hero ep 1, 4-6 min — three generations, the dish from Nonna, Stand Mixer COTY launch. LIVE Mon 15 Jun.
Link:
Reviewer:
REEL
Shoot 2
EP1 — Bel recipe extension
Recipe how-to / COTY feature, shot Wed 21 May Syd.
Link:
Reviewer:
VIDEO
Shoot 2
EP2 — Jaz Hand Made + Remmie (Syd)
Two friends, one apartment. Compact espresso angle. LIVE late Jun.
Link:
Reviewer:
VIDEO
Shoot 2
EP3 — Daen Lia Kelly (Syd)
Winter cooking. The slow dish. Stand Mixer + attachments. LIVE mid Jul.
Link:
Reviewer:
VIDEO
Shoot 3
TOF F1 — Iced Coffee Ritual (60-90s)
Sensory editorial, almost no dialogue. Compact Fully-Auto. LIVE Mon 13 Jul.
Link:
Reviewer:
VIDEO
Shoot 3
TOF F2 — The Hand-Off (60-90s)
Friends arrive, the ritual multiplies. Compact + Semi-Auto. LIVE Wk Mon 20 Jul.
Link:
Reviewer:
TIKTOK
Shoot 3
MOF — "5-9 before my 9-5" (45s)
Talent's morning routine, Compact as the consistency. LIVE Wk Mon 27 Jul.
Link:
Reviewer:
TIKTOK
Shoot 3
MOF — "POV: breakfast club with the girls" (45s)
Hand-off scene captured creator-style. LIVE Wk Mon 3 Aug.
Link:
Reviewer:
Key Dates & Team
Shoot 1 — TT Owned Sprint (LIVE Mon 18 May)
Shoot Day
08 May 2026
Urgent
Pre-Pro Starts
30 Apr 2026
Passed
Final Delivery
18 May 2026
Soon
Shoot 2 — Hero Series EP1-3 (EP1 LIVE Mon 15 Jun)
Shoot Day
14 May 2026
Soon
Pre-Pro Starts
01 May 2026
Passed
Final Delivery
15 Jul 2026
72d away
Shoot 3 — Espresso TOF/MOF (TOF LIVE Mon 13 Jul)
Shoot Day
27 May 2026
23d away
Pre-Pro Starts
01 May 2026
Passed
Final Delivery
28 Sept 2026
147d away
Core Team
K
R
Z
TS
B
KFC SOPAC · Content & Influence Ecosystem Audit · April 2026
The investment is there. The content is there. The numbers are there. What's it actually doing?
Multiple agencies. Significant output. Strong-looking metrics. This view maps the system as it is, how consumers actually move through it, and where to invest next.
01 — THE SYSTEM
The system as it is
Output volume by channel, paid investment, output framework. The picture before we ask what's working.
Volume isn't the question. Direction is. Most of the paid investment is buying awareness — but consumer triggers run on craving and deals.
800
Organic pieces / year
Plus creator + partnership content layered on top
$3.29M
Paid social Jul–Dec 25
99.3% on awareness objective. 0.7% on sales
335
Unique organic posts
16-month window. ~5 posts per week average
140
Unique creator posts
Across LTOs, drops and brand campaigns
Where the paid awareness budget went
| Top campaigns by spend | Spend | Impressions | Investment role |
|---|---|---|---|
| Disruptive Value · $8 Boxes | $466K | 91M | Awareness for value |
| News · Upside Down Burger | $346K | 62M | Awareness for LTO |
| Christmas in July Brand | $329K | 69M | Awareness brand |
| Disruptive Value · $6.95 Tenders | $318K | 73M | Awareness for value |
| News · Zinger Kebab | $220K | 51M | Awareness for LTO |
| All sales-objective campaigns combined | $23K | 3M | Sub 1% of total |
02 — CONSUMER JOURNEY
How consumers actually move
The KFC-attached audience (n=1,819) and the cold audience we want to recruit (n=65). What triggers a trip, where they discover, what they trust.
Two different ecosystems. KFC-attached lives on Instagram + the app. Cold lives on TV + outdoor. The recruit playbook is not the loyalty playbook.
Discover
Where they first see itInstagram (KFC-attached)31.9%
Facebook (KFC-attached)23.8%
TikTok (KFC-attached)10.4%
TV / streaming (cold)53.8%
OOH (cold)26.2%
From an ad (any)7.1%
Consider
What stops scroll, what they trustA deal or offer68.3%
A craveable food shot44.0%
Something funny31.1%
Trust KFC's own posts71.3%
Trust influencers12.6%
Trust real customers10.2%
Convert
What triggers the tripA craving hit44.4%
A deal or offer28.1%
Convenient / nearby13.8%
Order via KFC app74.9%
Order in store / drive thru18.1%
Used AI to decide what to eat23.7%
Audience side-by-side: who's in the room vs who we want to recruit
KFC-attached audience
n = 1,819Eat KFC weekly+46.7%
Aged 18–3467.8%
Want more deals & offers88.9%
Want more product reveals76.1%
Would follow a weekly deals drop67.6%
Tried Liquid Gold55.1%
Order via KFC app74.9%
Use AI to decide23.7%
Cold audience (recruit)
n = 65Eat KFC monthly or less78.4%
Aged 45+69.4%
Want more deals & offers80.0%
See KFC most on TV/streaming53.8%
"Nothing stops scroll"20.0%
Tried Liquid Gold~25%
Order in-store / drive thru56.7%
Use AI to decide28.0%
Vox pops — what brought them in today
15 of 19 said "last minute". Tower Burger named 5+ times."Really wanted to try the Tower Burger. Saw it on her socials." Alyssa, Gen Z
"Tower burger ads on TikTok. Spends most of her time on TikTok so it influences her a lot." Abigail, Gen Z
"Liquid Gold? Yes but not into it." Rosie, Gen Z
03 — CONTENT
What the content is actually doing
335 organic posts, 140 creator posts, $3.29M of paid amplification. Ranked on the same basis: views, reach, and shares per 100K — the resonance signal.
Reach ≠ resonance. Works Burger and Happier Hours bought scale. Zinger Nachos and 30 Nuggets earned movement. Different jobs entirely.
| Campaign | Creator views | Organic reach | Total engagement | Resonance · shares per 100K |
|---|---|---|---|---|
| Zinger Nachos | 620K | 9K | 39,869 | 3,406 — winner |
| 30 Nuggets / Tattoo | 567K | 3.26M | 50,542 | 1,265 |
| Protein / Big Bro | 1.5M | — | 45,397 | 1,031 |
| Zinger Kebab | 2.1M | — | 34,841 | 984 |
| Tower Burger | 2.8M | 8K | 61,216 | 799 — vox pop hero |
| Stranger Things | 2.8M | 56K | 43,790 | 766 |
| Zinger Banh Mi | 5.1M | — | 56,032 | 590 |
| Liquid Gold | 6.4M | 2.9M | 62,264 | 280 — bought reach |
| Habanero H&C | 3.7M | — | 37,466 | 272 |
| Sweet Tokyo | 2.3M | 1.4M | 20,553 | 180 |
| Christmas in July | 1.9M | 148K | 14,398 | 88 |
| Happier Hours | 5.2M | 23K | 18,348 | 39 — bought reach |
| Works Burger | 9.6M | 10K | 25,431 | 31 — bought reach |
By post type
Across 335 organicReels — best for reach108K avg · 225 posts
Carousels — best for ER4.3% ER · 56 posts
Images — best for shares + saves492 shares · 39 saves avg
Carousels are the most under-utilised format. ~14% of posts. Highest ER.
By media pillar
BRAND / TASTE / VALUE / CUOTASTE — winner on resonance4.09% ER · 582 shares
VALUE — winner on reach121K avg reach
BRAND — wins saves not reach37 saves · 70K reach
CUO — underweight22 of 335 posts
CUO is the only growth pillar — meant to attract new occasions. It's not getting the volume.
04 — CREATORS
What creators are delivering beyond reach
140 unique creator posts. Three tiers, three jobs. Ranked on what each tier was hired to do — and what they actually shipped.
Macro buys awareness. Mid-tier earns engagement. UGC sits orphaned despite the highest trust signal in the audience data.
| Tier · job to be done | Posts | Avg views | Trust signal | Verdict |
|---|---|---|---|---|
| Macro · scroll-stop & awareness e.g. shepmates, russ.eats, tillyoddyblack | ~30 | 800K+ | 12.6% | Job done Drives 90% of campaign views |
| Mid-tier · engagement & habit e.g. issac_eatsalot, _lianadam, claudia b | ~80 | ~150K | Higher ER per view | Half job done Engagement yes. Habit unverified — saves data missing |
| UGC · trust & credibility Real customer content | 0 in scope | — | 10.2% trust | Orphaned No agency owns this. Highest trust signal in research |
Liquid Gold — anatomy of the headline
6.4M
Total creator views
90%
From 4 macro creators
3.7M
From a single shepmates post
2.4M
From a single brand organic post
Take the two outlier posts away — one creator, one organic — and the campaign averages 297K per post. Ordinary. The headline is real, but the system delivering it isn't yet repeatable. The scoreboard rewarded the spike. The architecture didn't build it.
05 — AI & SEARCH
Where KFC shows up — and doesn't
Live audit across the answers AI gives when people ask about KFC, fast food chicken, and category competitors. 23.7% of KFC-attached respondents and 28% of cold respondents already use AI to decide what to eat.
KFC's own website is invisible to AI bots. Aggregator sites are ghost-writing the brand voice. The Liquid Gold campaign doesn't surface in AI search at all.
kfc.com.au is invisible to AI
The site is JavaScript-only. AI crawlers see "You need to enable JavaScript to run this app." Every bot answer about KFC deals, menu, and offers is being constructed from third-party sources, not from KFC.
Aggregator sites own the brand voice
OzBargain, kfcmenuaustralia.com, kfcmenuprice.au, CupoNation, Buckscoop and Picodi rank above KFC for "deals this week" and "what's new". None of these are owned or controlled by KFC.
Liquid Gold is missing from AI search
The 6.4M-creator-view campaign doesn't surface in AI answers about "what's new at KFC" or "best fast food chicken Australia". Tower Burger, Stranger Things and 30 Nuggets do — through aggregators, not KFC's own properties.
Category lists exclude KFC
"Best fried chicken in Australia" surfaces Gami, independents, regional brands. KFC appears in business-context articles (store count, market share) — not in cravings or recommendations.
30 Nuggets earned its way in
One organic moment ("30 Nuggets for $10") is being independently described by aggregators as "arguably one of the best fast food deals in Australia". Earned, durable, AI-visible — without paid lift.
AI visibility scorecard
kfc.com.au — bot-readableNo
Branded queries (menu, deals)Mediated
Category queries (best chicken)Excluded
Campaign queries (LG, Tower)Partial
Competitor visibility (Maccas)Higher
Audience already using AI to decide23.7%
If 1 in 4 of your audience asks an AI what to eat, and KFC's site is invisible to that AI, the brand is being represented by sites it doesn't control.
06 — ECOSYSTEM
The ecosystem · current vs future
The current state shows agencies stacked on the same journey stages. The future state assigns one clear owner per role — and gives the orphan stages (UGC, AI, app commerce) a home.
This is the payoff. Same canvas, redrawn. Where the work compounds vs where it overlaps.
CLAIM
The orphan stages
UGC, AI search visibility, app commerce content all sit outside current agency scope. Highest-trust signal in the audience. Lowest investment.
CLARIFY
The overlap stages
Brand creative, paid amplification, creator content all have multiple agencies producing in parallel. Same brief lands in 2-3 places, comes out 2-3 times.
CONNECT
The measurement gap
Three measurement systems running in parallel — none of them looking at the same view. Future state needs one shared layer the whole village reads from.
07 — DECISIONS
Decisions for the workshop
Five questions the audit doesn't close on its own. Each one needs a yes/no/direction in the workshop next week.
01
Where does the paid mix go from 99% awareness to a balanced funnel?
Sales / app conversion / retargeting are under-invested. What's the right split for a 2026 system that earns trips, not just views?
02
What's the role of macro vs mid-tier vs UGC in 2026?
Macro keeps doing scale. Mid-tier earns engagement. UGC is the unclaimed trust channel. Decide: who owns it, how it scales, what the brief looks like.
03
Which formats earn their place inside the 800?
Recurring formats (Wicked Wed) are under-scaled despite stated audience demand. One-off campaigns (Sweet Tokyo, Christmas in July) are over-scaled vs resonance. Which formats compound?
04
How fast do we move on AI search visibility?
1 in 4 of the audience already uses AI to decide what to eat. KFC's site is invisible to AI. 30/60/90-day fix. Who owns it.
05
What does one shared measurement view look like?
Three agencies, three measurement systems, no shared dashboard. The decision-led metric set, by journey stage, agreed and reported the same way every period.
KFC SOPAC · Content & Influence Ecosystem Audit · April 2026 · synthesis across 24+ documents · 1,884 survey respondents · 19 vox pops · 515 posts