KFC Thailand
Brand health, channel and competitor intelligence, share of voice, sentiment and brand rules.
- Share of voice52.0%of 100% of the tracked field
- Sentiment90.0%of 100% positive
- Engagement2.8%of 10% weighted ER
- Cadence17.1/wkof 30 posts a week
- Reach7.2Mof 8.0M followers
- Safety2 openof no open incidents; 5 or more scores nothing
Each axis is a stored field rescaled to a stated ceiling, not a benchmark: Share of voice → 100% of the tracked field; Sentiment → 100% positive; Engagement → 10% weighted ER; Cadence → 30 posts a week; Reach → 8.0M followers; Safety → no open incidents; 5 or more scores nothing. Nothing is normalised against the competitive field, because we do not hold their engagement.
KFC Thailand leads at 52.0%. Percentages are of the 6 tracked brands only, not of all conversation in the market.
Stacked to 100% across 22 stored runs, 01/09/2026 02:00 → 07/09/2026 23:04.
Both series are percentages from the same snapshot row, so they share an axis. Followers and cadence are in the table below.
“น่ารักจนเสียอาการ #KFCandSanriocharacters #KFC #เคเอฟซี #KFCThailand ” did 17,671,932 views at 0.4% engagement, 428.4× the median of 41,249 views across 38 cached creatives.
Creative intelligenceBonchon +3 pt against us in the latest run. Minor Food completed acquisition Aug 2026; 10 new stores planned H2 2026. Expansion signals confidence but execution timing TBD.
Competitor intelligence2 open incidents: Competitor packaging in frame (critical, cites Do not list, clause 2); McDonald's TH teasing McSpicy relaunch for October (watch).
Brand safetyPosts a week against engagement rate; bubble area is followers (Instagram 295K, TikTok 771K, Facebook 6.2M). One point per channel from the latest snapshot.
- Competitor packaging in frame
A Bonchon bag is visible on the table at 0:14–0:19 in the draft cut submitted for review.
Do not list, clause 2· 01/09/2026 23:00 - McDonald's TH teasing McSpicy relaunch for October
Three teaser posts in 48h on TikTok; comments reference 'spicier than Zinger'. Share of voice down 1pt.
· 01/09/2026 17:00 - TikTok branded-content label now required on Shop lives
Policy update effective Oct 1 — applies to Midnight Zinger Live.
TikTok branded content· 31/08/2026 02:00
- Move
- not measured
- Audience
- 7.2M
- Weighted ER
- 2.8%
- Posts/wk
- 17.1
- Move
- +3 pt
- Audience
- not collected
- Engagement
- not collected
- Move
- 0 pt
- Audience
- not collected
- Engagement
- not collected
- Move
- 0 pt
- Audience
- not collected
- Engagement
- not collected
- Move
- 0 pt
- Audience
- not collected
- Engagement
- not collected
Fixed to the three largest shares in the latest run (KFC Thailand, Bonchon, McDonald's); the rest are in the columns above. 22 runs plotted.
| Channel | Followers | Growth | Posts/wk | ER | ER trend |
|---|---|---|---|---|---|
 Instagram | 295,000 | +0.4% | 5.2 | 3.1% | |
 TikTok | 771,300 | +3.1% | 4.8 | 5.8% | |
 Facebook | 6,150,000 | +0.8% | 7.1 | 2.4% |
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organicCounted from the publish date on every cached creative, stacked organic over paid. Weeks start Monday.
30 of 38 cached creatives carry a recorded publish time and are plotted here; the other 8 have a date but no time. Times are Bangkok time. Darker means more posts, and every cell prints its count.
| Creator | Stage | Followers | ER | Campaigns | Tags | Last touch |
|---|---|---|---|---|---|---|
 @sarayut_bunpakhom TikTokSb21 | active | 124,032 | 9.1% | 1 | 03/09/2026 | |
@kwan.daily InstagramKwan Daily | active | 95,000 | 7.9% | 2 | 03/09/2026 | |
 @jjay_alldayTikTokเจออเดย์ | active | 61,403 | 7.6% | 1 | 03/09/2026 | |
| @nong_eatsTikTokNong Eats | active | 412,000 | 6.1% | 2 | 08/09/2026 | |
 @ploy.makesTikTokPloy S. | active | 38,400 | 7.2% | 1 | 03/09/2026 | |
 @fern.fit.thInstagramFern Fit | active | 310,000 | 5.6% | 2 | 03/09/2026 | |
 @bkk.nightowlTikTokBKK Night Owl | contacted | 730,000 | 5.2% | 1 | none | 03/09/2026 |
| @ohm.streetfoodTikTokOhm Street Food | negotiating | 1,480,000 | 4.9% | 2 | none | 03/09/2026 |
 @mook.mukbangTikTokMook Mukbang | active | 2,100,000 | 3.8% | 2 | 08/09/2026 | |
| @pimpim.kitchenInstagramPim's Kitchen | active | 188,000 | 4.4% | 2 | 03/09/2026 |
Every node is an entity the brand graph extracted from rows we hold; every line is a dated fact. Shape is the kind, colour is the state, and clicking one lists the facts with their validity windows.
- Brand ring · 1
- Channel diamond · 4
- Competitor square · 6
- Creator circle · 8
- Campaign rounded · 3
- Rule triangle · 4
- Entity hexagon · 135
- Contract con_mook is between KFC Thailand and creator Mook Mukbang for campaign 'Zinger Double Down Dark — Launch'contracts · con_mook · signed_by_brand · 21 August 2026 · from 02/09/2026 · open
- Contract con_mook is with creator Mook Mukbang (@mook.mukbang) for campaign 'Zinger Double Down Dark — Launch'contracts · con_mook · signed_by_brand · 21 August 2026 · from 02/09/2026 · open
- Contract con_mook is for campaign 'Zinger Double Down Dark — Launch' (kfc-zinger-ugc)contracts · con_mook · signed_by_brand · 21 August 2026 · from 02/09/2026 · open
- Campaign 'Zinger Double Down Dark — Launch' has campaign ID kfc-zinger-ugccontracts · con_mook · signed_by_brand · 21 August 2026 · from 02/09/2026 · open
- Contract con_mook was signed for the brand by Sachin Singh on 21 August 2026, with status signed_by_brandcontracts · con_mook · signed_by_brand · 21 August 2026 · from 21/08/2026 · open
- Contract con_mook requires deliverable of 1 TikTok video, 30–45s in lengthcontracts · con_mook · signed_by_brand · 21 August 2026 · from 02/09/2026 · open
- Contract con_mook requires deliverable of 2 Instagram Storiescontracts · con_mook · signed_by_brand · 21 August 2026 · from 02/09/2026 · open
- Contract con_mook has milestone 'Content approved' worth THB 87500.00, due 2026-09-29, gated by approve_for_publish:ct_mook_launchcontracts · con_mook · signed_by_brand · 21 August 2026 · from 02/09/2026 · open
- Contract con_mook has milestone '30 days live' worth THB 35000.00, due 2026-10-30, gated by published+30d:ct_mook_launchcontracts · con_mook · signed_by_brand · 21 August 2026 · from 02/09/2026 · open
- Contract con_mook is between KFC Thailand and creator Mook Mukbangcontracts · con_mook · signed_by_brand · 21 August 2026 · from 02/09/2026 · open
All 161 entities
Snapshot as of 07/09/2026 23:04 · 22 runs held. Health, share of voice, sentiment and channel rows come from BrandSync snapshots; creative counts and covers from the cached creative index; creators and relationships from the operational store. Derived figures state their formula in the caption they sit under.