KFC Insight Report: Reviewing digital strategy, online ecosystem and influencer partnership networks across major Chinese social media platforms

This paper is part of the China social branding report that seeks to understand the firewalled country through the lens of the biggest brands operating in the market; this iteration looks at KFC, the US restaurant brand, and its Chinese strategy.
  • China presents a core challenge of a mass audience of young people, typically less brand-loyal than other demographics; so KFC created a range of content - videos, comics, mini-games, and engagement with local food customs - to connect and cast the brand as relevant to their daily lives.
  • To keep up with increasing demands for convenience, KFC created a CRM system allowing consumers to order direct from WeChat.
  • KFC developed a loyalty program called "WOW"; consumers accumulate points each time they buy, which they can then spend on coupons that discount future purchases....

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