For the sake of 'natural ease', KFC's PSA marketing plays 'AB Drama'

Wen|Burning Brain Advertising (shukewenzhai)

When it comes to public service marketing, what comes to everyone's mind may be slogans PSAs and donations for public service initiatives. The intentions are good, but the results are small.

KFC, which has always played with young people, can always play with new patterns in public service marketing. Recently, KFC issued a sustainability manifesto for natural freedom, taking public service marketing to new heights through a series of interesting communication marketing moves.

01, Interest Exchange AB Drama, Circle a new generation of consumers

In order to carry the happy public welfare to the end, KFC firstly published a short film of magical exchange in b station, which interestingly conveyed to the consumers through the three misleadingly meaningful questions of reduce, don't reduce, and don't exchange, that KFC has proposed the great exchange of plastic environmental protection measures.

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In the creative performance of the video, each of the three short films chose a common choice scene in daily life, combined with the b station's popular selective interactive video, calling for packaging reduction, calling for happy garbage sorting, happy decelerating the exchange and beautiful exchange of the three free slogans, allowing viewers to make multiple interactive choices to elicit widespread recognition of this public service action by KFC.

On the other hand, this time, KFC abandoned the traditional public welfare marketing form of stereotypical preaching and intentional incitement, and through the simple and humorous form of guessing the beginning guessing the end of the series of reversed drama, it truly integrated interest into the public welfare activities, and raised the brand's social voice in an unseen way. At the same time, it conveys the brand's youthful, positive and energetic attitude towards public welfare, further strengthens the image in the minds of young people, and draws the brand closer to the psychological distance of young users.

In addition to the magical interactive short film, KFC published an animated video at the beginning of 2021. In the video, goodbye, 2020, which consists of disposable cutlery and plastic bags, is replaced by the green HI, 2021, and everyone's ****same wish once again conveys the sustainable development declaration of natural freedom.

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02, the use of star effect to expand the public welfare dissemination volume

In order to further expand the public welfare activities of the dissemination of the volume of the KFC has also invited the three brand spokespersons Zhu Yilong, Wang Yuan, Luhan The trio sat in on the event and initiated the public welfare number to their fans in the form of posters, which triggered the online conversation level and allowed more people to participate in the natural public welfare.

The three posters represent the meaning behind kfc. Zhu Yilong's k is KFC's measures in packaging reduction, energy saving and consumption Wang Yuan's f is KFC's cooperation with everyone, for environmental protection and efforts to construct the Family, and finally Lu Han represents the c-Community, showing KFC's leadership in social environmental protection In addition to

in addition to the long posters, KFC has also elaborately designed a q-version of the long posters, which introduces its own environmental matrix. Users enjoy their own environmental protection habits through **** and get boutique toys to increase consumers' enthusiasm for participation and realize the right message.

03, nine cities dream linkage, network marketing is also great

For KFC, which has more than 6,900 stores, network marketing is certainly not to be missed. In this natural freedom public service activity, KFC cooperated with nine cities, including Nanjing, Tianjin, Shanghai, Beijing and Hangzhou, to set up KFC environmental protection paradise, inviting everyone to become happy environmental protectors.

In Nanjing, KFC cooperated with Jiangsu TV and Lychee News to propose green support around the New Year's Concert, transforming online payment into a call for more economical environmental protection, still very much aware of young people's KFC

In Tianjin, KFC Environmental Protection Initiative launched co-branded clothing with United Tide brand, which was mounted on Tianjin Theater, bringing the audience a unique and fashionable environmental protection The KFC Environmental Campaign in Tianjin launched co-branded costumes with the United Trend brand.

In Shanghai, KFC Environmental Protection Kraft Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging Packaging At present, public welfare marketing has become one of the most intuitive manifestations of major enterprises to improve brand value. As the status of public service marketing rises, major companies must understand that the focus of public service marketing is public service rather than marketing, and only by recognizing this can public service add to the brand image they are responsible for.