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.

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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.