Nominees-en Category: 2021
Fried Chicken Dropped From Heavens
This is a story about how McDonald’s used fried chicken to connect with consumers amidst an avalanche of “we are here for you” rhetoric during COVID-19 lockdowns.
We discovered via social listening that after locking themselves at home for months, consumers had pent-up demand for the unremarkable fried chicken. And responded by turning Weibo into a “wish-granting factory” for McDonald’s fried chicken. The moment a consumer posts with “fried chicken” on Weibo, McDonald’s account will comment and distribute free fried chicken coupon, leading the consumer to redeem on its WeChat mini app.
This 1-day campaign made fried chicken a catalyst of joy for millions consumers, which led to an increase by 199% of coupons received and 37% of in-store sales. More importantly, this campaign showed that filling people’s need for fried chicken was as noble as any brand purpose in trying times.
IQIYI movies on the cloud
面对2020年特殊疫情时期，爱奇艺电影行业内首创【古早录像厅-万人线上云观影】互动新玩法。活动联合微博电影打造线上社群“情人节虚拟影院”预热，后续通过爱奇艺线上电影院的观影仪式感营造，结合爱奇艺高品质的经典口碑电影，线上万人云聚会看电影直播的创新互动模式，真正实现了垂直渗透全国的年轻影迷群体。
The master behind working mom’s life issues
Although the Internet is developing so fast, there are millions of moms still worry about homework-help. Mothers are burdened with heavy housework and limited leisure time. Zuoyebang how to reach the core target audience? And then enhance the awareness and usage？It has three approach to achieve a “point to point” precise scene marketing. Firstly, It aimed at the biggest problem that moms need to solve in their lives: homework-help. Secondly, it leverage the most popular program 《The man who dose the housework》 which has 63% of the audience who are married women with children. Thirdly, it aimed to the real-life issue of celebrities who are suffering from the homework-help. Zuoyebang provided the best solution to figure out mother’s issues through scene marketing which can establish the preference and trustworthiness.