Group Discussion Week8 Group6

 

 Group6

Zhu, Can

Li, Heyi

Hu, Jiayi

Zheng, Haixiang

Crazy Thursday

Introduction/summary

In the early days of "Crazy Thursday", KFC enlisted celebrities such as Lu Han to endorse the show, but the response was lukewarm. After a netizen made a meme on the Internet, it set off a crazy four literature frenzy, and netizens have spontaneously participated, not only the processing of jokes but also the video creation of Tiktok B station. After this, the official account of KFC also released relevant content, and the official guidance of the content direction (such as the release of crazy four literature festival), the use of consumers' entertainment psychology, curiosity psychology, herd psychology, and give users the space to create so as to release emotions. It has even become a social currency, spawning more entertainment scenes (such as V-me 50 stickers), and allowing more people to participate in this brand activity.

Paid media

Primarily advertising

Non-traditional advertising: social media, streaming media ads

e.g. Social influencers posts, WeChat pop up ads, ads before videos..

Post advertisements to engage users in the campaign. This can include dynamic ads, video ads, or graphic ads.Social media platforms have a huge user base that can help brands reach a wide range of people and increase exposure.Social media advertising is often more cost-effective than traditional media, and brands have the flexibility to adjust their ad spending based on budget.It also romote user-generated content, ecouraging users to share their experiences enhances a brand's credibility and appeal. At the same time improve the probability of earned media.When we surfing on the WeChat "moments" it may pop up with the sign of ads.

Invite celebrity endorsement：Influential idol group for advertising endorsement, to enhance the influence and broaden the audience

Out-of-Home Advertising: digital boards on streets

Owned media

KFC has penetrated most of the mainstream social media platforms in Mainland China to establish official accounts for commercial marketing and promotional activities. On this basis, ‘Crazy Thursday’ regularly launches advertisements and co-branded activities on Douyin, Xiaohongshu, Weibo and WeChat to attract users. Such efforts have made ‘Crazy Thursday’ deeply popular among KFC customers in Mainland China, and gained word-of-mouth effect, earned media.

Douyin

Douyin is KFC's largest social platform position in Mainland China, with the largest number of accounts executing different marketing and promotional efforts. We achieve marketing results by creating short skits, collaborating with KOLs and creative advertising videos.

The advantage is to maximise the reach of a wide range of social media users.

Weibo

The main forms of engagement are brand co-branding, placement of posters and copywriting.

The advantage is that feedback from user reviews is fast and campaigns are adapted in real time to meet consumer needs.

Xiaohongshu

The main forms of engagement are brand co-branding, KOL collaborations.

Pros: beautiful images, high traffic. Since Xiaohongshu notes has an "add to favourites" function. Consumers can access event information at any time.

Wechat

There are two main forms of participation: the WeChat Subscription accont and the WeChat Video Channels.

WeChat Subscription accont publishes graphic publicity, which expands the scenario of consumers' access to information due to its close connection with the communication software WeChat. The disadvantage is that the graphic form is too outdated.

The WeChat Video Channels and Douyin are essentially the same marketing model.

Both of the above marketing modes can be directly connected to the WeChat mini programs (consumption platform) as well as the "Moments" (private domain platform for further promotion), and the "Moments" can also be used to further promote the campaign through the collection of "likes".

‘Crazy Thursday Literature’ Call for Entries

As consumers created a lot of ‘crazy’ content through the campaign, the campaign became well-known among consumers, and KFC officials also participated in the campaign to draw closer to consumers through the call for ‘Crazy Thursday Literature’.

Earned media

• Explosive Out-of-Circle User Generated Contents
  • Users posted Crazy Thursday-related texts on various social media platforms, spreading the relevant content to various media platforms, forming a fixed out-of-circle cycle, and greatly creating consumer resonance. In this process, KFC realised the co-creation of brand value and gained high benefits in consumers' private domains; while users also gained social satisfaction and a sense of acquisition, forming a win-win situation.
• Creating psychological codes and forming consumption dependence paths
  • In the process of marketing and consumer word-of-mouth, ‘Crazy Thursday’ has formed a psychological interaction with consumers, and has become a carnival for brands, consumers and platforms, which is difficult to be imitated by competitors. For example, even if Pizza Hut set up ‘Scream Wednesday’ and Burger King set up ‘Weekly Membership Day’, the only thing that is really remembered is Crazy Thursday.