Just like the new generation of consumers after 80, 90 and 00, it is easy to find labels such as "personality, frankness and courage to be yourself" on them. At the same time, when choosing brands, products or services, they not only value brand influence and product quality, but also favor those products that can resonate with their emotions.
Therefore, after gaining insight into consumers' psychology, it is a shortcut to brand marketing to give products and users a common concept and attitude.
Recently, KFC took # White Rice # as the theme, and refreshed the connotation of "White Rice": don't make it, don't pretend to be flashy, laugh at yourself and have courage, and enjoy eating what I want.
Of course, KFC did not simply shout slogans, but carried out a series of promotional activities and cross-border cooperation, and made an all-round interpretation of # White Rice #.
1
Conquer the user's taste buds with food and hit the user's heart with attitude!
In June this year, KFC launched a new taste product-KFC Laotan pickled chicken.
Laotan sauerkraut is an authentic home-cooked dish in China. KFC's introduction of this new flavor is not only a strategic embodiment of deepening China's consumer market, but also related to the theme of "whether a meal is a meal itself".
Life is full of various flavors, and KFC has extracted three flavors that are most consistent with the tonality of # White Rice # "sour, spicy and fragrant". These three flavors are the concentrated expression of many aspects of the younger generation's professional life: bitterness, facing sadness, understanding by oneself, and not needing anyone's consent; Spicy, not afraid of hardship, fighting spirit will burn forever; Sweet, unmoved, insist on loving what you love.
Laotan sauerkraut, red pepper and chicken nuggets can be sour, spicy and fragrant respectively, so it is not easy to introduce this new taste. After satisfying users' appetites, KFC's Laotan Chicken with Pickled Sauerkraut posted corresponding posters on Guan Wei, which made users feel more clearly KFC's affirmation of their courage while enjoying the delicious food.
(KFC Laotan Chicken Rice with Sauerkraut Poster)
In this way, delicious food combines the connotation of # white rice #, and offline promotion of new tastes is combined with online posters. KFC not only allows consumers to taste the "hot and sour" food, but also captures many hearts that love food and dare to be their own fans.
Best of all, # rice ball rice boy # subverts the original derogatory attribute of "rice ball", but is full of positive energy.
2
Cross-border Netease, Hua Meng interprets the attitude of fools
In addition to promoting # Useless Fanzi # online, KFC also made a practical interpretation of # Useless Fanzi # offline.
On June 20th, KFC and Netease News took a bus trip with different attitudes. Popular online celebrity-Wang Sansan, editor-in-chief of Netease News, served as a travel officer. Around the theme of # Fantongfanzi #, he chatted with many food and travel experts about what an attitude trip is, and finally found a KFC beach-style theme shop.
(KFC and Netease have their own attitudes. )
The reason behind KFC's cross-border Netease is actually very simple. Netease has been doing the content of "attitude", and KFC's # rice dumplings # is actually an expression of attitude, and the tonality of the two is consistent, which lays the foundation for further exploring the practical significance of # rice dumplings #.
In this way, Wang Sansan and KFC Laotan pickled chicken's sprouting food CP can be formed, which is the biggest highlight of this cross-border. Netease personified the image of the second-element alpaca as "Wang Sansan". This kind of cultural travel IP created through Meng 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.
Plus "Are you hungry, I'll buy you a git?" "Life is like chicken nuggets with sauerkraut in KFC's old altar, and it's enjoyable to eat meat", "Life is a trip with its own enjoyment" and so on. , or selling Meng or chicken soup, not only achieved the effect of promoting new tastes, but also expounded the significance of # white rice # in the field of travel and food.
(Wang Sansan is surrounded by all kinds of golden sentences)
In addition, experts from various fields and KOL participated in the discussion, and combined with the live broadcast elements, the event was finally presented in the form of a reality show that the audience loved.
In this way, this kind of cross-border can not only eat all kinds of delicious food online, but also stimulate the appetite of a wide range of netizens and even stars online, and join the interpretation and dissemination of the topic # Fan Futian himself #.
(Zhang Wei is attracted by # Fan Futian himself #)
three
Rice for nothing: playing with humor and literature.
Looking back at KFC's previous marketing routines, every time a new taste product is released, a product TVC will be carefully created to visually arouse the appetite of the audience, and this time is no exception.
Not only that, they also chose to use Transformers 5 to integrate # Fan Futian himself # into the film.
KFC is a global catering brand, and Change 5 is a global film and television IP. This wave of implantation has chosen the right place. Different from the general product advertisements, KFC deeply combined the selling point of the movie plot "Brothers Against each other" and introduced the characteristics of the new product "sour, spicy and fragrant". The passionate BGM retained the feeling of watching a blockbuster, but at the end of the oral broadcast, "At this moment, pick up git and let go of the world", instantly integrating funny and humorous cells into the cool and handsome image of Optimus Prime.
When Change 5 is about to be released, KFC's creative (quiet) intention (silent) implantation will surely spread among fans of Change 5 and successfully bring more attention to # Fan Futian himself #.
At the same time, KFC also made a "fan" and released three complete posters of Guan Wei.
The eclectic photo posture, angular and colorful overall layout and flamboyant copy simply reflect the profound connotation of # Fanfutian Fanzi #.
four
Be close to users in spirit and resonate with users.
When people from all walks of life hear that KFC has introduced a new taste of "old altar sauerkraut chicken nugget rice", it is easy to think that "this is a new localized action of KFC". However, in view of the above-mentioned integrated marketing of KFC, it is its main purpose to resonate with users with # White Rice #.
KFC not only pays attention to product quality, but also accurately captures the core characteristics of young users' "self-confidence, uninhibited, insisting on being themselves", which is an appropriate summary and description of # Fanfu Tianzi #.
(# unearned meal, give yourself a meal # definition)
From the perspective of ordinary users, with KFC's orderly interpretation of # White Rice #, most of them will experience the psychological change of "curiosity-thinking-resonance-recognition". Once it resonates with the user's emotions, it also means the improvement of brand goodwill and even loyalty.
Marketing that goes deep into consumers' hearts from the spiritual level is worth learning and popularizing.