"going to consumers' hearts" has always been the goal pursued by brands, but consumers' psychology is not static, and brands need to keep an insight into users' needs.

Just like the new generation of consumers, such as post-81s, post-91s and post-11s, it is easy to find labels such as "personality, frankness and courage to be yourself". At the same time, when choosing brands, products or services, they not only value brand influence and product quality, but also favor those that can arouse their emotions.

therefore, it has become a shortcut for brand marketing to give products and users the idea and attitude of * * * after gaining insight into consumers' psychology.

Recently, KFC took the theme of # Fanfutong Fanzi # to refresh the connotation of "Fanfutong": don't pretend to be gaudy, laugh at yourself and have courage, enjoy yourself and eat what I want.

Of course, KFC didn't simply shout slogans, but carried out a series of promotional activities and cross-border cooperation, giving an all-round interpretation of # rice for nothing #.

1

Conquer users' taste buds with delicious food and hit users' hearts with attitude!

in June, KFC launched a new flavor product-KFC Laotan chicken with sauerkraut.

Laotan sauerkraut is an authentic home-cooked food in China. KFC's introduction of this new taste is not only a strategic embodiment deeply rooted in China's consumer market, but also related to the theme of # rice for nothing #.

There are many flavors in life, and KFC has extracted three flavors that are most in line with the tonality of # rice for nothing #-"sour, spicy and fragrant". These three flavors are the concentrated expression of many aspects of the career life of the younger generation: sour, facing sadness, experience by yourself, and no one needs to agree; Spicy, not afraid of hardships, fighting spirit will burn forever; Sweet, not tempted, insist on loving what you love.

Laotan pickled cabbage, red pepper and chicken nuggets can correspond to sour, spicy and fragrant respectively, so the introduction of this new taste is not simple. After KFC's Laotan pickled cabbage chicken nuggets rice satisfies users' appetite, it publishes corresponding posters on Guanwei, so that users can more clearly feel KFC's affirmation of their persistence and courage when enjoying delicious food.

(KFC old altar sauerkraut chicken rice poster)

In this way, the delicious food combines the connotation of # rice for nothing #, and the combination of offline new taste promotion and online heart-wrenching posters, KFC not only allows consumers to taste the "sour and spicy" food, but also captures the hearts of many fans who love food and dare to be their own.

The best thing is that # Fangiti Fanzi # subverts the original derogatory attribute of "Fangiti" and is full of positive energy.

2

Cross-border Netease, sprout and interpret the attitude of git

In addition to promoting # Fangit Fanzi # online, KFC also performed a practical interpretation of # Fangit Fanzi # offline.

On June 21th, KFC joined hands with Netease News for a bus trip with different attitudes. Wang Sansan, editor-in-chief of popular online celebrity-Netease News, served as a travel officer. Around the theme of # Fanfutong Fanzi #, he chatted with many food and travel experts about what an attitude trip is, and finally found a KFC beach style theme store.

(KFC & Netease has its own attitude)

The reason behind KFC's cross-border Netease is actually very simple. Netease has been doing "attitude" content, and KFC's # Fanfutuanzi # is actually an attitude expression, and the tonality of the two is consistent, laying the foundation for further digging into the practical significance of # Fanfutuanzi #.

just like this, it is possible to form the sprouting food CP of Wang Sansan and KFC Laotan chicken with sauerkraut, which is the biggest highlight of this cross-border. Netease personifies the second-dimensional alpaca image as "Wang Sansan". This kind of travel IP created by sprouting marketing has already captured the hearts of many young men and women. Nowadays, Wang Sansan, a "herbivore", with KFC's new taste, not only has no sense of disobedience, but has simply become the best spokesperson for KFC's old altar sauerkraut chicken nugget rice.

with "Are you hungry? Can I buy you a git?" "Life is like chicken nuggets with sauerkraut in the old altar of KFC, eating meat with a big mouth and being happy", "Life is a trip with its own enjoyment", etc., or selling cute or chicken soup, which not only achieves the effect of promoting new tastes, but also expounds the meaning of # rice for nothing # in the field of travel and food.

(Wang Sansan is surrounded by various golden sentences)

In addition, experts from various fields and KOL participated in the discussion, and with the live broadcast element, the event was finally presented in the form of a reality show that the audience loved.

In this way, this cross-border, not only can all kinds of people eat food online, but also can stimulate the appetite of a wide range of netizens and even stars online, and join the deduction and dissemination of the topic # Fanfutianfan himself #.

(Zhang Wei is attracted by # Fanfutianzi #)

3

Fanfutianzi: Playing with humor and literature

Looking back at KFC's previous marketing routines, every time it releases a product with a new taste, it will carefully create a product TVC, which will visually arouse the appetite of the audience, and this time is no exception.

Not only that, they also chose to take advantage of Transformers 5 to integrate # Fanfutian himself # into the movie.

KFC is a global catering brand, and Change 5 is a global IP for film and television, and this wave is suitable for every household. Different from the general product advertising, KFC deeply combined the selling point of the movie plot "Brothers Against each other" and introduced the characteristics of new products "sour, spicy and fragrant". The passionate BGM retained the sense of seeing a large film, but at the end of the oral broadcast, "At this moment, pick up the git and let go of the world", instantly incorporating funny and humorous cells into the cool and handsome images of Optimus Prime.

When "Change 5" is about to be released, KFC's creative (silent) implantation is bound to spread among fans of "Change 5" and successfully bring more attention to # Fanfutianzi #.

At the same time, KFC made a "Fan" and posted three posters full of literary style on Guanwei.

The eclectic photo pose, the overall layout with sharp edges and different colors, and the flamboyant copywriting simply reflect the deep connotation of # Fanfutian Fanzi #.

4

Being close to users in spirit causes * * *

When people from all walks of life hear that KFC has introduced the new delicious food "Laotan Chicken with Sauerkraut", it is easy to feel that this is a new action of KFC's localization. However, in view of the integrated marketing mentioned above, the main purpose of KFC is to arouse users' * * * with # rice for nothing #.

KFC not only pays attention to product quality, but also accurately grasps the core characteristics of young users, such as "self-confidence, uninhibited, and insisting on being themselves", which is appropriately summarized and described by # Fanfutianzi #.

(# rice for nothing # definition)

From the perspective of ordinary users, with KFC's methodical interpretation of # rice for nothing #, most of them will experience the psychological change of "curiosity-thinking-* * * singing-recognition". And once the user's emotions are aroused, it also means that the brand's goodwill and even loyalty are improved.

Marketing that penetrates consumers' hearts from the spiritual level is worth learning and popularizing.