For KFC, a traditional catering brand with a history of 65 years, this cross-border cooperation is also an attempt to penetrate the secondary user group, or it can be said that it is an attempt to penetrate the young user group.
According to the data of iResearch, in 20 16 years, the number of core secondary users represented by post-90s and post-00s in China reached 70 million, and the number of pan-secondary users reached 200 million. By 20 17, this number will increase further. When this group of post-95 s and post-00 s gradually grew into the main consumer in the "three-yuan" world, traditional brands also faced the transfer of audience groups, and "two-yuan" began to be regarded as the best entry point to please these young people.
Many brands give priority to designing anime images, introducing well-known IP or using virtual idols as spokespersons when conducting secondary marketing. In addition to "doing what users like", virtual idols also have a high cost performance in marketing for young people-the cooperation fee between Tianyi Luo and KFC is one million, which is obviously better than the tens of millions of endorsement fees of real stars, just in line with the KFC spokesperson storm, and can achieve good topicality and communication.
Previously, KFC's celebrity spokespersons included Kai Ko, Joker Xue and Lu Han, and all kinds of negative news continued during the endorsement period. This time, after announcing the cooperation with Tianyi Luo, many netizens also ridiculed that KFC chose the virtual idol this time because it took a fancy to the characteristics that "people set up" will not collapse, which is safe and reliable. (Information is taken from Digital Entertainment DreamWorks)