When it comes to public welfare marketing, people may think of advertising language, public service advertisement and donation for public welfare. Well-intentioned, but with little effect.

KFC, which has been playing with young people, can always play new tricks in public welfare marketing. Recently, KFC issued a declaration of natural freedom and sustainable development, and through a series of interesting exchange marketing actions, public welfare marketing reached a new height.

0 1, interest exchange AB drama, circle a new generation of consumers

In order to carry out the happy public welfare to the end, KFC released a magical communication short film for the first time, which interestingly conveyed to consumers KFC's environmental protection measures of plastic exchange by reducing, not reducing and not exchanging three misunderstood questions.

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In the creative performance of the video, the three short films selected common selection scenes in daily life, combined with the popular selective interactive video, calling for reducing packaging, calling for happy garbage sorting, happy slow change and beautiful change, so that the audience widely recognized KFC's public welfare action among many interactive choices.

On the other hand, this time, KFC abandoned the traditional rigid preaching and deliberately incited public welfare marketing form, and guessed the reverse drama form of the ending series through simple and humorous guessing, which really integrated the fun into public welfare activities and improved the brand's social discourse right without seeing it. At the same time, it conveys the public welfare attitude of brand rejuvenation and positive energy, further strengthens the image in the hearts of young people and narrows the psychological distance between brands and young users. In addition to the magical interactive short film, KFC also released an animated video at the beginning of 202 1. In the video, "Goodbye 2020", which consists of disposable tableware and plastic bags, is replaced by green HI, 202 1, and everyone's wishes once again convey the declaration of sustainable development of nature and freedom.

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02. Use the star effect to expand the amount of public welfare communication.

In order to further expand the spread of this public welfare activity, KFC also invited three brand spokespersons, Zhu Yilong, Roy and Lu Han, to launch a public welfare number to fans in the form of posters, and set off online topics to let more people participate in 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 reduction, and Roy's F is KFC's cooperation with everyone to build an environmental protection home. Finally, Community C in Lu Han represents KFC's leader in social environmental protection. In addition, KFC also carefully designed the Q version of the long poster and introduced its own environmental protection matrix. Users can enjoy their environmental habits, get high-quality toys, improve consumers' enthusiasm for participation and realize the correct transmission of information through * * *.

03, 9 cities dream of linkage, and online marketing is also great.

For KFC, which has more than 6,900 stores, online marketing can't be missed. In this natural and free public welfare activity, KFC cooperated with nine cities, including Nanjing, Tianjin, Shanghai, Beijing and Hangzhou, to establish a KFC environmental paradise, inviting everyone to become happy environmentalists.

In Nanjing, KFC cooperated with Jiangsu Satellite TV and Litchi News to provide green support around the New Year concert, turning online payment into a call for more environmental protection. KFC still understands young people very well.

In Tianjin, KFC Environmental Action and fashion brands launched co-branded clothing and boarded the Tianjin Theater, which brought a unique fashion and environmental protection trip to the audience.

In Shanghai, KFC environmental protection kraft paper package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package package.

KFC's happy and sustainable public welfare communication, from online to online, from interactive video to brand cross-border, has a higher possibility of public welfare marketing, and also released the diversified temperature of the brand. At present, public welfare marketing has become one of the most intuitive manifestations for major enterprises to enhance brand value. With the rising status of public welfare marketing, major enterprises must understand that the focus of public welfare marketing is public welfare rather than marketing. Only by recognizing this, public welfare can add points to its responsible brand image. .