KFC Thailand, the last 30 days
5 of 8 recorded pieces published inside last 30 days; 3 carry a metrics row.
Summary
3 of 5 pieces published in last 30 days carry a metrics row. Together they were seen 2.9M times and drew 435K engagements, an engagement rate of 15.2% ((likes + comments + saves + shares) ÷ views × 100). Across the 3 pieces with attention data the average hook held 69% of viewers at three seconds and 42% reached the halfway mark.
The set's strongest piece is “Zinger Double Down Dark — first bite at midnight” by Mook Mukbang: 1.8M views at 15.8% engagement on a hook of 78%. The weakest is “Street food guy tries the Double Down Dark”: Compliance failed the asset: Fails: "Street food guy tries the Double Down Dark" shows a bunned burger, which is not the product as sold, so it never carried reach.
Money released against this brand inside the window is 175,970.00 THB across 94 ledger rows, which is 0.06 THB per view (released ÷ views) and 0.40 THB per engagement. Paid amplification accounts for 162,913.42 THB across 4 ad rows, carrying 727K paid video views alongside the organic reach above.
Compliance has read 3 of 5 pieces: 1 pass, 0 to review, 2 fail. A failed asset never carries reach, so it drags the average without appearing as a bad post.
Brand health rose from 70.1 to 81.0 over 22 snapshots in the window.
Composed from this report's own computed statistics: same rows, same words. No model wrote this text.
Reach & attention
3 of 5 pieces carry attention data- Views
- 2.9M
- Engagements
- 435K
- Engagement rate
- 15.2%
- Avg hook (3s)
- 69%
- Avg hold (50%)
- 42%
the views on the latest metrics row for each piece, added up · 5 pieces
likes + comments + saves + shares
(likes + comments + saves + shares) ÷ views × 100
the mean three-second hook rate across the 3 pieces that carry one
the mean fifty-percent hold rate, same denominator
Each line is one piece's stored retention curve; “Set mean” is the element-wise mean across the 3 pieces that carry a curve of the same length (of 3 in the window). Percent of viewers still watching at each step of the video.
One bar per publish date: views recorded against pieces published that day. Reach is cumulative on the piece, not on the day.
What worked
ranked by engagement rate, then saves
115.8%ER · 1.8M views- Hook held 78% at 3s (cohort median 71%)
- 52% still watching at halfway (median 44%)
- Saved 2.2% of views, above the median 2.0%
What didn’t
bottom quartile by engagement rate, plus anything that never reached an audience
11.9%ER · 410K views- Compliance failed the asset: Fails: "Street food guy tries the Double Down Dark" shows a bunned burger, which is not the product as sold, so it never carried reach.
- Published, but no metrics row has come back yet.
no reachrecorded- Compliance failed the asset: Severe creative mismatch with campaign concept, so it never carried reach.
Creators
4 contributors in the window| Creator | Their work | Views | Engagements | ER | Avg hook | Earnings | Per engagement | Compliance |
|---|---|---|---|---|---|---|---|---|
Mook Mukbang@mook.mukbang · 2 published | | 1.8M | 290K | 15.8% | 78% | 140,000.00THB | 0.48THB | 1 pass |
เจออเดย์@jjay_allday · 1 published |  | 620K | 96.4K | 15.5% | 71% | 28,800.00THB | 0.30THB | Not scanned |
Ohm Street Food@ohm.streetfood · 1 published | | 410K | 48.7K | 11.9% | 58% | none settled | not measured | 1 fail |
Sb21@sarayut_bunpakhom · 1 published | | not measured | not measured | not measured | not measured | none settled | not measured | 1 fail |
Earnings are settled creator-audience payment rows dated inside the window. Per engagement = those earnings ÷ (likes + comments + saves + shares).
Spend & value
- Budget on file
- 5,760,000.00THB
- Released
- 175,970.00THB
- Creator earnings
- 175,970.00THB
- Cost per view
- 0.06THB
- Cost per engagement
- 0.40THB
sum of the approved budget on all 4 campaigns for this brand (not period-scoped, a budget is not an event)
sum of settled brand-audience ledger rows dated inside last 30 days
settled creator-audience payment rows in the window
released ÷ views
released ÷ (likes + comments + saves + shares)
sum of ad spend already executing or settled (3 of 4 ad rows). Organic views are the metrics recorded against each piece; paid video views are the ad rows' own. The two are not deduplicated: a spark ad amplifies the same piece, so treat the split as a ratio of delivery, not of people.
Compliance
- Pass
- 1
- Review
- 0
- Fail
- 2
- Not scanned
- 2
the latest compliance scan on each piece, where the verdict was pass
verdict = review
verdict = fail
pieces in the window with no scan row
Brand health movement
22 snapshots in the windowThe health figure on each BrandSync snapshot in the window, oldest first. BrandSync writes these; reporting only reads them.
What we would change
Openings that show the product in the first beat hold the scroll: “Zinger Double Down Dark — first bite at midnight” kept 78% at three seconds against a set average of 69%.
- Evidence
- a three-second hook rate of 78% recorded on “Zinger Double Down Dark — first bite at midnight”
- set average hook 69% across 3 measured pieces
- a hold rate of 52% at the halfway mark on the same piece
- Recommendation
- Brief the next round on this open: 34s, tiktok, product in shot before the first cut.
15.8%engagementเจออเดย์ returns engagement at 0.30 THB each, against 0.48 THB for Mook Mukbang, a 38% spread on the same brief.
- Evidence
- เจออเดย์: earnings 28,800.00 THB ÷ 96.4K engagements
- Mook Mukbang: earnings 140,000.00 THB ÷ 290K engagements
- engagements counted as likes + comments + saves + shares
- Recommendation
- Weight the next buy toward เจออเดย์'s format before raising total spend; re-brief Mook Mukbang rather than dropping them: the fee, not the content, is the variable.
15.5%engagement15.8%engagement2 of 3 scanned pieces failed the brand rules, so paid-for production never reached an audience.
- Evidence
- “Street-food remix (draft)”: Severe creative mismatch with campaign concept
- “Street food guy tries the Double Down Dark”: Fails: "Street food guy tries the Double Down Dark" shows a bunned burger, which is not the product as sold.
- Recommendation
- Run the compliance read at first cut, not at delivery. The same rule text is available to the brief.
not measuredengagement11.9%engagementPaid amplification carries 20% of total video views for 162,913.42 THB.
- Evidence
- 727K video views reported by the ad accounts
- 2.9M views on the organic content
- sum of ad spend already executing or settled (3 of 4 ad rows)
- Recommendation
- The organic floor is doing real work; put incremental spend behind the pieces that already clear the set's engagement rate.