My Digital Insight

In September, KFC launched a new game "I Love You, Colonel Sanders! A Finger-Lickin' Good Dating Simulator". Basically, at the beginning of this game, the players are students and learn cooking skills in the school. Then, they have to PK with competitors to enter the new level. Besides learning cooking, players will also develop complex relationships with all the 9 major roles in the game. Want to find true love or a true friend? It's up to you. Different stories will end differently. My Brand Insight: From a branding perspective, it seems that KFC wants to transform from "old grandpa" to a "dream husband". I could tell that KFC wants to look younger and fit in the youth market. This dating simulator game definitely targets the young female audience who love KFC and play video games. Those female audience, especially who are single, are more likely to addict to this game because they are seeking for a relationship and imaging to date...

Ads is a good way to increase brand impression. However, not every ads can achieve marketing or sales goal. What's the problem? The most common mistake is that brands want to target everyone. They hope to show their ads to everyone in everywhere, so they can reach as many potential customers as possible.  Dream is beautiful, but the realistic is awful. When brands create ads, one most critical step they always miss. That is segmentation. Without thinking of segmentation, it is hard to find the core target customer group. Actually, in order to achieve marketing goals, brands first need to figure out the common needs and desire of core target customers, then brands can create relative ads to drive target customers' attention. What are the three common segmentation strategies? No.1 Statistical Segmentation Statistical segmentation is one of the most common and simple market segmentation strategies. It is segmented by specific customer characteristi...

Many brands like to write ads content to promote the product benefits or ask people to take action.  No matter online or offline ads, they all like to deliver message to people. It seems that the more information brands give, the more likely people will buy. There is one kind of brands doesn't like to or never write copywriting at all.  They are luxury brands.  It is hard to find their ads everywhere.   Even you find their ads, the ads only show brand name or only few words such as product name. Why don't luxury brands write copywriting? Because Luxury Brands: Sell "Feeling" Many popular brands usually focus on product features and benefits. The goal of those ads is to tell people their products (services) can solve problems or meet customer's needs. Therefore, they like to write those useful message in the ads.  However, Luxury brands are different. They sell feelings. They focus on customer's social psychological needs. They never write long mes...

When I came to Seattle, I always felt exited to buy a cup of Starbucks coffee. I am still a big fan for Starbucks now, but for some reason, I don't feel excited anymore. What happened? Here is a common problem that a global brand has to face: when the market size get large enough, the continued growth will get slow.  Offering new drinks is a good way to get some customer's attention and increase sales. However, most customers have their own drink habits. They usually order the same drink. And there are so many substitutes such as bubble tea.  For Starbucks, how to make customers get exited about the brand again? How to expand more market? One idea comes to my mind is run a cross promotion campaign with Kate Spade in Valentine's Day.  Why? I love to read Chinese brand  campaign and advertising news every day. A couple months ago,   Lay's worked with UGG   to offer limited summer pink gift box and a new collection of spring chips in th...

I buy whole milk every week for my family, but I never drink milk because I don't like its smell and taste. Recently, I see a marketing post talked about Oatly milk which is very popular oat milk in these years.  Unfortunately, it is too popular to buy one. It is out of stock in Target and Starbucks near me.  Why is it sell so fast?  What's the secret(s)? About Oatly  Oatly is a Swedish oatmilk brand. Oatly is founded in 1994, Oatly was the first manufacturer to produce and sell oat milk. It turns fiber-rich oats into nutritional liquid food that is perfectly designed for humans. From Oatly Marketing Strategy: BARISTA+ One Product When Oatly was expanding to international markets, they focused to launch only one product: Barista Edition.  The Barista Edition of Oatly suddenly wins many young customers' hearts. As more and more people care about nutrition and vegetarian food, it definitely offered a new and great choice for many customers....