My summary might be different from others’. First, I want to point out that I did not have any active social media accounts (Twitter, Facebook) in the United States before. I had an Instagram account once but I forgot its password. So, for this assignment, the instructor asked us to promote a website to save food industries in Michigan using our social media account. Since I didn’t have any social media accounts before, I had to sign up for a new one (I chose Twitter). Which makes it hard or impossible for me to reach enough people and see my success for this assignment.
However, these are now my excuses. I know I didn’t do a great job on my new Twitter account, and I did not see any success in promoting this website. Still, I want to tell you more about what I will do if this website that I’m supposed to promote is a Chinese Website.
I’m on a lot of Chinese social media platforms. I have 2000+ followers on my Weibo. The easier way to promote a website on my active social media platfrom is to advocate your followers and friends to share. This is useful on a small scale especially you are promoting a local website. Second, you can @ some famous local bloger, or sent them direct message and asked them for help. They have more followers than you. For example, if this website is about saving food industries in Michigan, you should find some food bloggers to help you. Also, adding hashtag is important. It’s always good to add popular and relevant hashtags on your posts so that people will have a better chance to see it. For example, to promote savemifaves, you might want to add some hashtags like #COVID-19 or #Michigan.
There are more to it, when you are promoting a website like savemifaves that focus on helping (or charity). Emotional content is most effective. To be specific, you can write a longer blog to emphasize the global and Michigan impact of covid 19, and you should do your best to make people feel sympathy to the affected Michigan restaurant industry.
To conclude, this assignment is to use your social media to promote a local website, and the best thing we can do is use local social media resources and focus on people’s emotions.
We started this brand with a very simple idea: to make authentic Fried rice available to all the Asian community and foreign friends in the United States. This concept created our slogan: Fried rice for all. We want our brand looks professional creative and representative. Our brand voice is dedicated.
Campaign Big idea
Kung fu is a very representative aspect of Chinese culture. Kung fu moves can be flexible or rigid in form. I think the core spirit of kung fu is to fight for something meaningful. Just like our brand name. We combine the spirit and philosophy of kung fu to form our big idea: Fight for your taste. We hope our customers can imagine themselves as a kung fu warrior, and they need to fight for their taste.
Target Audience
As I’ve mentioned above. Our target audience is Asian people and foreign people in the United States who are craving for authentic Chinese fried rice.
Goals & KPIs
Our goal is to increase the percentage of our customers, website visitors, and social media followers within a time period. The KPLs to these goals are simple: We need to monitor the traffic, click rates and social media followers often.
Social Media Strategy
We chose Weibo, YouTube and Instagram as our focused social media. Our content and videos need to be creative and visually pleasing more directly. Our main social media strategy is to combine every element that have the potential to go viral into our content. Starting popular topics, and to appeal to younger audiences with trending, creative and artistic elements. Incorporate our brand concepts and values into the content we deliver as we engage our customers.
Our pillar contents include short documentary film, cartoon and online magazine. We hope to attract customers with different hobbies through different media
Paid Ads Strateg
We will place our advertisements on five channels: Weibo, YouTube, Yelp, Instagram and Google. For Weibo we will do the basic News feed Ads. It helps us targeting specific audience based on their location or interest more directly. For YouTube we will do in stream ads(video skipping ads). We place advertisement on yelp so that when people search for restaurants or check reviews on Yelp, they will have a chance to see my brand. We are going to do simple image ads on Instagram. For Google, we will do search ad, pay for specific keywords.
Inbound Strategy
There are three types of contents for our Inbound Strategy:
Bruce Lee: Contents with Bruce Lee take advantage of people’s love and curiosity about Chinese kung fu, make people feel that our team is skillful and professional and give them a sense of trust in my brand.
Fried Rice Recipe: Post some simple recipes and teach people how to make Fried Rice. Engage those who are interested in traditional Fried rice. Let them cook it themselves and help them understand that we are professionals in the development of Fried rice.
How do you tell if Chinese food is authentic: Introduction of local Chinese cuisine. Using accurate descriptions of flavors to give people a comprehensive understanding of real Chinese food. So that people can use this introduction to evaluate Chinese food in the United States. Let them feel that we can make the most authentic Chinese Fried rice and attract them to try it.
There are two content offers:
1.Headline: How to make Fried Rice with real “KungFu”?
Download: An article with pictures and an introduction of how we make Fried Rice with skills.
CTA
Headline: How to make Fried Rice with real “KungFu”?
Supportive text: Want to know the secret of cooking Fried Rice? Download it!
2.Headline:When Kung Fu meets Fried Rice
Download: A PowerPoint that show the various schools of kung fu in China and the food we make inspired by these kung fu moves
CTA
Headline: When Kung Fu meets Fried
Supportive text: Unique Fried rice inspired by Chinese Kung Fu.
Our follow ups include friendly emails and offer. We offer people a chance to taste our food for free.
Sample content (3 samples)
1) Sharing the Fried rice you cook
Headline: Who’s the best-Fried rice cooker?
Summary: After posting some recipes to social media, we encourage people to follow the recipe and cook Fried rice themselves. And after that, they can share their Fried rice’s picture on social media with a hashtag of this topic. Those who got lots of likes will have a chance to get a special discount from our brand.
2) Authentic Chinese food introduction
Headline: The only guide you need when choosing Chinese food.
Summary: A comprehensive introduction to local Chinse cuisine, help people to evaluate Chinese food in the U.S so that they know which is more authentic.
3) Artist Challenge
Headline: Bruce Lee drawing challenge
Summary: This topic mainly focuses on artists and painters(especially on Instagram), encourages them to create Bruce lee paintings and share them on social media. People who get more likes have the chance to get our brand’s annual membership
Campaign Budget Breakdown
I am more detailed in the setting of budget. It’s important to run a campaign (and a company) by spending money in the right place.
Ads
Weibo: 45,000$
YouTube: 14,000$
Yelp:55,000$
Instagram:60,000$ Google: 30,0000$
Total: 500,000$
Production:
cartoon series: 100,000$
TV Miniseries: 200,000$
Documentaries: 300,000$
Short Videos: 200,000$
Total: 800,000$
Design:
PPT/ Magazine/Article: 10,000$
Website design: 10,000$
Others:20,000$
Total: 40,000$
Crew
Social media management: 50,000$
Traffic monitor: 20,000$
Content analyze: 30,000$
Website management: 20,000$
Total: 120,000
Total Budget for all campaign activities and production: 1,500,000$
Closing Slide / Summary
In fact, in general, my various strategies are aimed at younger people. I have invested a lot in social media and design. Also I put a lot of money in making videos or tv series. Because I think media such as TV, movies, videos, documentaries are combination of sound and motion, it can arouse people’s emotions more quickly. In my observation, for people in the 21st century, identifying with a brand’s culture takes precedence over identifying with a brand’s products. For people today, they need more than mere sensory stimulation. They find a sense of identity, a sense of belonging through the brand. Through the brand to distinguish, through the brand to show their different or the same. People’s complex feelings towards a brand are always greater than the products created by the brand itself. Therefore, to build a successful brand, we need to attract and impress a group of people in all aspects. Although what we make is food, but we want people to love Kung Fu Rice not just for our taste. We want them to love us more than food itself, but for the feel of the brand, as it represents something they identify with and like.
1)Hi, this is Kung Fu Rice. I appreciate that you took your time to get to know about our brand. Did you get what you’re looking for so far? Well, if you need more information about our brand, our websites and social platforms are always there for you to explore. However, I have to say that the best next step is to come to the store and try our new food! The Kung Fu Kitchen is always open for you. Fight for your taste!
2)Hi, this is Kung Fu Rice. It’s been quite some time since you get in touch with us. I know work and life might be overwhelmed sometimes! You need a reminder, a reminder such as hot soup, cold soda, or…ahh, Fried rice made with real “Kung Fu”! I hope we meet you again. I know you miss us!
3)Hi, this is Kung Fu Rice. I’d like to know how you’re doing in finding the right Chinese food. If you haven’t found a restaurant that fits your taste, maybe you should check our website and get to know more about us. I’m always here for you if you have any questions. We’ll fight for your taste together!
B. Follow up offer
For the up offer; we want to allow our potential customers to try our food for free. We will first send a link to the customer’s email. By clicking the link, they will enter a website that shows our menu. After that, the customer can choose two types of fried rice, drinks, and desert that they want to try. After the selection, the system will generate a QR code. Whenever they come to any Kung Fu Rice store in the United States with this QR code, they can eat their choice of food for free.
C.Second content offer idea
Headlines: When Kung Fu meets Fried Rice
content offer is aiming at feeding potential customers with Chinese Kung Fu culture and the introduction of our food. There are many schools of Chinese kung fu. Some kung fu moves imitate animals, such as tigers, cranes, or wolves. We incorporate this idea into the development of our cuisine. We make food such as Tiger Fried Rice (Spicy and salty).
Download:For the second content offer idea, we give customers a PowerPoint. These slides show the various schools of kung fu in China and the food we make inspired by these kung fu moves. Again, we tend to take advantage of potential users’ curiosity about Chinese kung fu. With the first content offer as the foundation, I think this second content offer should not focus on solving their pressing problems. Instead, I want to turn their questions into curiosity. We are using curiosity as a motivator makes them more likely to understand and try our products.
CTA:
1) Headline:When Kung Fu meets Fried Rice
2) Supportive text: Unique Fried rice inspired by Chinese Kung Fu.
1.Target audience: My target audience is Chinese students, Asian Americans, and Foreign people that love Chinese food and want to taste authentic Chinese Fried Rice in the U.S.
My target audience can be found everywhere, especially in big cities, that more exposed to Chinese culture. Most of them are on my major targeted social media platforms (Weibo, YouTube, Instagram). The main message I want to deliver and attract them with is: For those of you who want to taste authentic Chinese Fried Rice, check us out.
2.Keyword: Chinese Fried Rice, Authentic, Chinese Food, Best Fried Rice, How to cook fried rice, KungFu Kitchen, Fight for your taste, Fried Rice for all, Traditional, Delicious Fried Rice.
3.Types of content：
Bruce Lee: By “tying” Bruce lee to our brand, we can appeal to the public. Contents with Bruce Lee take advantage of people’s love and curiosity about Chinese kung fu, make people feel that our team is skillful and professional and give them a sense of trust in my brand.
Fried Rice Recipe: Post some simple recipes and teach them how to make Fried Rice. Engage those who are interested in traditional Fried rice. Let them cook it themselves and help them understand that we are professionals in the development of Fried rice.
How do you tell if Chinese food is authentic: Introduction of local Chinese cuisine. Using accurate descriptions of flavors to give people a comprehensive understanding of real Chinese food. So that people can use this introduction to evaluate Chinese food in the United States. Let them feel that we can make the most authentic Chinese Fried rice and attract them to try it.
4. Three blog topic ideas：
1) Sharing the Fried rice you cook
Headline: Who’s the best-Fried rice cooker?
Summary: This is a topic that will encourage potential audiences to engage with us. After posting some recipes to social media, we encourage people to follow the recipe and cook Fried rice themselves. And after that, they can share their Fried rice’s picture on social media with a hashtag of this topic. Those who got lots of likes will have a chance to get a special discount from our brand.
2) Authentic Chinese food introduction
Headline: The only guide you need when choosing Chinese food.
Summary: A comprehensive introduction to local Chinse cuisine, help people to evaluate Chinese food in the U.S so that they know which is more authentic.
3) Artist Challenge
Headline: Bruce Lee drawing challenge
Summary: This topic mainly focuses on artists and painters(especially on Instagram), encourages them to create Bruce lee paintings and share them on social media. People who get more likes have the chance to get our brand’s annual membership
5.Content offer:
Headline: How to make Fried Rice with real “KungFu”?
1) Download: It’s an article with pictures and an introduction of how we make Fried Rice with skills. This article, which is similar to a tutorial but not a tutorial, can break down the defensive lines and doubts of the customer. Why? Because it gave us a full account of how kung fu rice cooks Fried rice. Selection of ingredients, adjustment of heat, temperature control and cooking skills etc. Our potential audience’s pressing issues are finding authentic, delicious Fried Rice. The headline of this content offer (How to make Fried Rice with real “KungFu”?) attracts them. We want them to think that they can actually learn how to cook Fried Rice after download and viewing this content. But we’ve set a “trap.” This article gives you the steps of cooking Fried rice; however, after reading it, the potential audience will know that they can’t make it themselves. They will know that there are many things to consider to cook the perfect Fried rice. These professional cooking tools, skilled chefs and impeccable choice of ingredients are only possible with Kung Fu Rice. When potential audience falls into this “trap,” I’m sure they’ll want to try professional rice. How does it taste
2) CTA
Headline: How to make Fried Rice with real “KungFu”?
Supportive text: Want to know the secret of cooking Fried Rice? Download it!
6. The use of social media
1)YouTube: Make an introduction video about authentic Chinese cuisine. Video’s more directly than words.
2)Weibo: posting the topic of “Sharing the Fried Rice you cook.” Use Weibo’s interactivity to get people involved and sharing their cooking quickly.
3) Instagram: Start the topic of the “Artist Challenge.” Calling on artists on Instagram to show their creativity by drawing Bruce Lee.
Weibo: For Weibo I want to do the basic News feed Ads. This type of advertising allows us to target specific people based on their location or interest. It’s more direct and effective. Also, I want to cooperate (payment involved) with some well-known bloggers, let them help me to promote my brand to their fans.
YouTube: For YouTube I am going to do in stream ad (video skipping ads). This kind of short video ads will attract a person very fast.
Yelp: I want to do an advertisement on yelp. So that those search for restaurants or check reviews on Yelp will have a chance to see my brand.
Instagram: For Instagram I will do some simple image ads. It displays image to potential customers in a direct way.
Google: For Google I’ll do search ad. Pay for specific keywords so that customers will get a chance to know my brand.
B. Target
Weibo: Ad campaign on Weibo should target on Chinese students who study in the United States. The age of them should be between 16 and 30 years old. The range of advertising should be wide. Major cities such as New York and Los Angeles should definitely be covered as there are a lot of Chinese students in these cities.
YouTube: Ads on YouTube should focus on American people at the age between 20 and 40 who have interest in Chinese cuisine. Most of these people have stable careers and live in cities with higher economic standards. Advertisements should be targeted at people who are interested in or who often eat Chinese food.
Yelp: Ads on Yelp should target on personal interests and preferences. These ads are more regional, normally small scale. The target audience should be people in their 20s and 30s who often use Yelp to search for Chinese food information.
Instagram: Advertisements on Instagram should focus on Asian people and Asian Americans who live in United States. The age of them should be between 18 and 30. They are usually students or people who just graduated from college. Similarly, the coverage of advertisements should be extensive to ensure that they are seen by people in large and medium-sized cities.
Google: Search ads on Google will be more focused. Those who search Chinese food often usually see our ads, and they are our target audience for sure.
C. Keywords
Best Chinese food, Chinese Fried Rice, Best Fried Rice
On the choice of keywords, I think from the perspective of potential customers, I believe they search on the internet for some solutions. They search because they want to know more about what kind of Chinese food is suitable for them. The keywords that I’m going to buy are basically things that potential customers are going to search for.
D. Ad concept
The first concept is in stream ad on YouTube. It’s a short video: Bruce lee defeat his enemy with only a few moves. The enemy fell to the ground looking painful. Bruce lee approached him and asked, “I’ll spare you, only if you tell me what the best Chinese food around this neighbor is.” The enemy replied: “It’s Fried Rice! Kung Fu Rice!”
The second concept is an image display on Instagram. This should be a drawing. The drawing is about a lot of people chasing after each other for a box of Fried rice. Above the drawing there should be our tagline: “Fight for your taste-Kung Fu Rice
The third concept is a straight-forward News feed Ad on Weibo. The ad is more like a post, it contains 9 images of Kung Fu Rice (consider Brand Look). And the text should be direct, telling people we have the best authentic Fried rice. And the link to the main website should be given below the text message.
E. Budget
Weibo: Weibo’s News feed Ad charge advertisers based on CPM. The average charge for a thousand people is 5 RMB. The cost of opening an advertising account needs 600 RMB, and a single ad cost around 6000 RMB. If I’m going to find well-known bloggers to promote my brand, the flat fee per one blogger is usually 5000 RMB. Let’s assume that within a year, 500,000 people view my ads, and I find 8 bloggers to help me with brand promotion. It will cost me around 270,000 RMB, which is about 40,000 dollars. So, my budget for Weibo ads should set around 45,000 USD a year as an early established brand.
YouTube: YouTube’s in stream ads charge advertisers by CPV. Which means that it starts charging after a user view the ad more than 30 seconds, or when a user clicks the ad video. This is a good thing for advertisers, although few people really have the patience to watch a youtube AD for more than 30 seconds. However, our brand will be known by them even they just watch it for 10 seconds. Also, I have to consider the cost for producing this short video, which should be around 7000 USD. So, for YouTube ads, I’ll set my budget around 12,000 to 14,000 dollars.
Yelp: Yelp charges advertisers based on CPC, the cost should be around 0.5$ per clicks. It’s really cheap and effective. Let’s assume that 100,000 people click the ad within a year, It will cost me 50,000 USD. So, I’m going to set the budget about 55,000 dollars.
Instagram: Instagram charges based on CPC as well. The average Instagram ads CPC is around $0.50 – $1.00. Let’s assume that within a year, 10,0000 click the ad. It will cost me about 50,000 USD. So, I’m going to set my budget around 60,000 dollars.
Google: The average cost per click in Google Ads is between $1 and $2 on the search network. I’m going to purchase 3 keywords. Let’s assume I get 100,000 clicks per key words a year. It will cost me around 30,0000 a year. So, I’m going to set the budget to 30,0000 a year.
Total: In total, the entire budget for all of my ads within a year should be around 500,000 as a new brand.
E. Goals to achieve
The general direction of course is to build brand image and enhance brand awareness. To be more specific, I want to target specific groups of people through paid advertising, find potential customers in these specific groups, and let them get to know and spend money on brand’s product. Also, if an ad is creative and goes viral, it will be much better.
Kung Fu Rice is a newly established brand, which means that whatever we do, we have to start from scratch. We do not have any social media presence, no websites, no followers, or any cooperative partner.
2.Goals
To better promote my brand, I will focus on three main social media channels: Instagram, Weibo, and Youtube. In general, my goals set around my digital strategy objectives. However, due to different channels, each channel has a different primary and secondary goal.
Screenshot of digital strategy objectives from workbook
I set the primary and secondary goals of Weibo and Instagram to be the same. Because they are typical and similar social media platforms, most of the published content is by words and pictures, with topicality and affected by traffic distribution.
Primarily goal for Weibo and Instagram
create at least one interesting(influential) topic and upload at least ten valuable content within a month.
The secondary goal for Weibo and Instagram
Interact(engage) with my followers at least 10 times a day.
Primarily goal for Youtube
Upload at least 5 short videos and 1 long video a month.
The secondary goal for Youtube
Increase the number of people watching my video by 60 percent in a year.
3.Key Performance Indicators
KPL for primary goals of Weibo and Instagram
See if the amount of posts uploaded each month is meeting the goal. Regularly monitor the traffic and impact of the published content. Observe how many people forward, comment, or click your posts. Set up a standard or metrics under the considerations of the number of followers and brand influence to see whether your content is considered impactful or valuable.
KPL for secondary goals of Weibo and Instagram
monitor traffic all the time. Use engagement analytics to view your overall engagement with people. Check how many times within a day you forward, comment, reply, or like other’s posts.
KPL for primary goal of Youtube
Check if you upload one long video and five short videos within a month.
KPL for the secondary goal of Youtube
Monitor the video viewing rate. See if there are 60% more people watch your video content after a year.
4.Platforms
As I have mentioned above, the three platforms I will focus on are Weibo, Instagram, and Youtube.
1)Weibo
I choose Weibo because it is simply the largest social media platform in China. There are infinite possibilities to promote the brand on Weibo. You can make use of topics to create opportunities. You can also develop steadily and gradually gain attention to building a positive brand image. Posting on Weibo is mainly focusing on Chinese students studying abroad. It is the best social platform for Kung Fu Rice.
2)Instagram
I choose Instagram because I think it is somewhere between traditional and trendy. Most of the content posted on Instagram is aiming at younger people, it helps keeping up with trends, makes your brand look cooler. In a fresh and dynamic framework, we can also express the professionalism of our brand through words or pictures. Many people argue that instagram is less formal than facebook or twitter, which is bad for spreading the brand’s professionalism. I can only say that they are wrong. In our brand value, professionalism is the core spirit, which can be spread in many forms, so why not choose a cooler form? Sometimes short and powerful words are more persuasive than long articles. We just need to post the right and effective content.
3)Youtube
: I choose Youtube because I want to use the power of video to attract more people. In the 21st century, the most viral form of media is video. Video provides the most intuitive experience and touches everyone’s emotions.
5.Platform Strategies
1)Weibo
Type of content: Start topics according to our campaign. Post new menu, new food. Post promotions and discounts. Post links to our video. Post original content about impactful things happening around the world. Keep the contents posted neutral and morally correct.
How often: 3-5 posts a week
How will you attract followers: Engage with people often. Post valuable content. Start potential topics. Build a good reputation. Keep up with current events and trends.
Native features: Start polls. Use hashtag well. Create Weibo stories. Observe the most popular searches on Weibo and start topics wisely.
Tone: A bit more formal than Instagram. Friendly. Professional.
Engage with the audience: Forward, like, comment, polls, re-post, direct message.
2)Instagram:
Type of content: Something fancy, attractive, and trending. More visual aesthetic pictures or short videos. Promote brands. Using advertisement. Spread a campaign message. Build a cool brand image.
How often: 5-7 posts a week
How will you attract followers: Cool and compelling campaign message. Interesting topics. Creative, original content or art.
Native features: Use Instagram story. Create the right hashtag for each content.
Tone: Cool, up to the trend, creative, innovation.
Engage with the audience: Forward, like, comment.
2)Youtube:
Type of content: Post original video. Post documentaries to show Kung Fu rice’s professional. Produce and upload comedy miniseries, one short episode a week. Each episode set in a Chinese restaurant called kung fu kitchen. The story centers on the staff and customers of the Kung Fu Kitchen. Each episode has a different story and theme.
How often: 1-2 videos per week.
How will you attract followers: Attract people with creative stories and excellent video productions. Make short videos that have the potential to go viral.
Native features: Take advantage of search engines on Youtube.
Engage with the audience: Comments, reply. Normally not much of direct engagement with people since it is a video-based platform.
6.Micro-content
Screenshot of Pillar Content from workbook
1) Weibo has a feature called Weibo story. It is the same as the Instagram story where users can share their life (usually a short video). I can turn my second pillar content (cartoons about the history of rice) into the Weibo story. So that people can watch each episode on Weibo directly. I need someone to produce cartoons for me. There should be drawers, artists, or people who specialize in cartoon animation working for me.
2)My third pillar content (Magazine about everything you need to know about Kung Fu Rice) could be an online magazine. An online magazine usually is just a link (a website). So, this pillar content could be turned into a simple link and uploaded on various platforms. It’s not wise to turn the magazine into an IG story or Weibo story. And it is unlikely that you transfer every word and picture on this online magazine into a long IG post or Weibo post. I might need a website designer, online magazine designer, and writer to produce this online magazine.
3)My first pillar content is a short documentary film. Youtube is the most suitable platform for posting a video like this. To post a documentary like this on Youtube. I need a crew with directors, photographers, and other artists (filmmakers) to produce a high-quality documentary film for me.
7.Summary
Overall, these three major social media channels will help me raise brand awareness and attract more audiences. Content published on these channels fit my brand voice and brand value. Each goal builds around my overall digital strategy objectives. These platforms are aiming at my target audience. It’s easy to monitor traffic on each of these platforms. I believe these social media platforms have high potentials for the future development of my brand.
Background: As a newly established brand, our digital strategy is not yet at the stage of implementation. Which means that our brand has no official website, social media accounts or any advertising campaigns. In order for our brand to develop a better market, the brand needs a digital strategy that can be implemented.
Objectives & KPLs: As a new brand, our main goal is to build a good brand image, increase brand awareness, attract more potential customers to buy our food while retaining regular customers. While making our reputation, we will not forget to strengthen the brand loyalty of our old customers. Within the framework of the general goal, my objectives are set to be more specific.
1)My primary objective is increasing the number of followers on social media within a year. The objective is aimed at increasing brand awareness. The performance (KPL) can be measured easily by checking how many followers have grown over a specific time period. We need to focus on the rate of growth as well as the number of followers. We need a significant increase in the rate of followers at the beginning.
2)My secondary objectivesare Increase our websites visitor by 40% in a year. And Increase customers who buy our food by 30% within a year. The main purpose of these two objectives is to increase brand awareness, build brand image and attract more consumers. We can measure the first objective by checking how many people visit our website in a month. To measure the second objective, we can check how many people order food from our restaurant in a month (either online or not).
“Big Idea”: The “big idea” for my brand is “Fight for your taste!”. This big idea stands out in my list because it combines the concepts of kung fu and food together. One of the core spirit of Chinese kung fu is to fight for something meaningful. We incorporate the kung fu fantasy into our brand. We want people to feel that delicious food is worth fighting for. At the same time, this big idea is also suitable for brand promotion. It’s good to build a media strategy around the concepts of kung fu and fried rice. We can use intergrated Media to create cool campaigns to get people interested in our brand culture.
Targeting and Channels: There are two types of buyer personas for my brand. The first type is overseas Chinese students who wants to try authentic Chinese food, the second type is foreign people who loves or want to try delicious Chinese food. In general, the age of my target audience should be between 16 to 45. So, social media and website will play a primary role in my digital marketing efforts. Paid media will play a secondary role. Search engine and emails will play a third role.
1)Social media:I choose WeChat, Weibo, Instagram and Facebook as my social platforms. WeChat and Weibo are mainly aimed at the Chinese target audience. To achieve my objectives, my social media platform will be used to post the latest content about the restaurant. For example, new store openings, seasonal or seasonal promotions, delivery of coupons and discounts, new menus etc. Also, I’ll interact with consumers or potential customers using polls, opinion boxes or customer reviews. Lastly, I’ll use social media to find potential partners that my brand could cooperate with for mutual benefits.
2)Paid media:As a secondary role in my digital strategy efforts, paid media is used to increase brand awareness and possibly strengthen brand loyalty for old customers. I set my budget at 10 to 15 percent of my annually operating income. My main paid media include social media and web ads, and I do not consider celebrity endorsements or TV ads because those are expensive and complicated. My ads will mainly be placed on social media and official websites. After targeting the correct audience, these ads are mainly used to attract the attention of potential customers, arouse their emotions and try to persuade them to try our food. For old and regular customers, we will use advertising to enhance their trust in the brand, so that they generate brand loyalty. I want my ads to be creative and eye-catching, visual elements should be greater than text.
3)Website: The brand’s official website plays a primary role as our social media in digital marketing efforts. The website should be well-designed, the theme should relate to kung fu, a nice layout could draw more customers. The websites are used to inform customers information. The website will provide menu for customers. The address of each of our stores in the United States will be listed on it. Links to the social media will be displayed on the website, and we will post the same content we posted on the social media and update some promotions on the homepage in real time. Most importantly, the site is also used for offline ordering. People can visit our website and check our menu, order food on their laptops or cell phones easily.
4)Search engines: Search engines play a third role in my digital marketing efforts. It is mainly used as a supportive way to increase brand influence and awareness. Organic search engines use big data to show people what they might be interested in. In order for more people to see and know about our brand. We need to use the advantages of search engines. To use search engines to promote our brand, we need to analyze the keywords that our target audience or potential users most likely to search for. And then our websites and social media should regularly publish high-quality content related to these keywords.
5)Emails:I assume that my target audience are relatively too busy or too young to check emails often. So, emails play an equally supportive role as search engines in digital strategy efforts. Before we could email people, we need to collect their emails. I will use membership system, customer review and surveys to collect people’s email. People need to fill in and verify the email when they apply for our brand membership. Membership allows them to enjoy membership price and membership discount often. When sending an email about our brand, I hope the content of the email is useful and effective, and the timing of sending emails to our customers should be chosen appropriately. don’t want our potential customers to take a negative view of our brand because of annoying emails.
Pillar Content:
1.Content title:How to make delicious Chinese Fried rice?
Media:Video
Description: This should be a short-documentary video (film) showing people how we make great Fried rice in our Kitchen. This documentary video can reflect the strength of our kitchen staff, show our professionalism, and tell everyone that authentic and delicious Fried rice can only be made in such an environment.
2.Content title: The history of rice
Media: Cartoons
Description: This is a series of well-produced cartoons, about 5min in total for one episode, and 5 to 8 episodes in a season. This cartoon mainly tells you everything about rice. About the origin of rice, its cultivation, and the importance of rice in Asian countries, especially China. This cartoon can give people a sense that authentic Fried rice is passed down through the older generation, just like culture and history. When we cook Fried rice, we don’t forget its tradition and our culture.
3. Content title: Everything you need to know about Kung Fu Rice
Media: Magazine
Description: This is a magazine that covers every aspect of our brand. This magazine introduces our brand background, brand ideas, brand spirit, brand culture. Show people our team of professional chefs and excellent staff. It also explains our management model and concept. Generally speaking, this magazine is the most comprehensive introduction to our brand.
Name of my brand: As one of the Chinese people’s favorite foods, rice can fry in so many ways. But how many people out there know how to make good fried rice? Kung Fu Rice knows. As a newly established fast-food brand, Kung Fu Rice dedicates to making traditional and authentic Chinese Fried rice for all kinds of people. Our goal is to make overseas Chinese feel like eating at home. Our goal is to make our foreign friends enjoy authentic Chinese Fried rice.
Problem my brand is solving: Why Fried rice? Although there are many Chinese food brands in America, none of them focus on making Fried rice. Before we established our brand, our market research suggests that most of the Chinese people in America said that they rarely taste good Fried rice. And foreign people usually don’t know what real authentic Chinese Fried rice tastes like. So, the problem here is obvious, people In the United States rarely eat good Fried rice, and they don’t know what good Fried rice tastes like. This is the main problem Kung Fu Rice is trying to solve.
Brand values & Slogan: These problems make us believe in something fundamental. Our company values are made out of consumer interest. Our beliefs are simple: we want the customers to taste the best-Fried rice in the United States. We want our foreign friends to know what authentic Chinese Fried rice tastes like. We want Chinese people feeling homesick after eating our Fried rice. We want to make all types of Fried rice. We must constantly develop new recipes to satisfy more customers’ tastes. We add more flexibility to traditional cooking methods; we believe in making good Fried rice for all kinds of people. Based on these values and beliefs, we created ourslogan: Fried Rice for All.
Champion: In terms of buyer personas, we have two primary types. The first type is Chinese students who’re craving for tasting authentic Chinese Fried rice. Chinese students love to dine together, and they like to ease their homesickness by eating Chinese food. This type of person usually doesn’t have a large amount of money, so that we will set our price more reasonable for students like them. The following graph shows us an example about a student called Weijie Zhang. It gives us a sense that authentic Chinese food is essential for Chinese students.
Screenshot of Brand Workbook
The second type of targeted people is our foreigners living in big cities. They want to taste authentic Chinese cuisine without spending too much money. We all know that most Chinese restaurants that claim to be making authentic Chinese food set up high price for all kinds of cuisines. Though location and rents in big cities are also one reason they set prices high. Here’s an example of an editor called Emily Nichols in Chicago:
Screenshot of Brand Workbook
Brand voice: The voice of my brand is dedicated. We want our attitude to be specializing ourselves in making great Chinese Fried rice. We want our staffs to be dedicated to their jobs. We want our chefs to be committed to their works. We want everyone who’s working for us, focusing and doing their best to make great Chinese Fried rice. We are dedicated to creating an enjoyable experience for our customers in terms of eating Fried rice.
Brand look: This brand should look professional and innovative. I want my team and staff to be professional. I want the chefs to be professional and creative. I want to give customers a feeling that we have incredible skills in making Fried rice. I want them to see that we are creative enough to present new menus every week.
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Competitors: Of course, if you want to start a business, you have to think about your competitors. Knowing your competitors means improving. For my brand, I found two representative competitors. The first is a company called Rice Kitchen in East Lansing. This competitor, or we could say this type of competitor, suggest that they make authentic Chinese food. They are not focusing on making Fried rice, and they make all kinds of Chinese cuisines. They draw their new customers by having regular customers.
The second brand I found is Fan Fried rice bar, which has a store in New York. This type of brand is Fried rice specific. They only make fired rice, which means that they have more significant threats to me.
Coca-Cola Digital Campaign: From 2009 to 2016, Coca-Cola’s slogan has always been “Open Happiness”. All Coca-Cola marketing campaigns are built around happiness. Happiness is something that people crave, but at the same time, the definition of happiness is very abstract. In the Case study of Coca-Cola contour digital campaign, Coca-Cola shows how they quantify the concept of happiness. Through social media and big data analysis, Coca-Cola categorized the things that bring people joy and generate these things into data sets. And then, Coca-Cola created a library that contains over 300 customizable responses, allowing reply to others and spread happiness.
I think the reason for the success of this campaign is that it arouses people’s emotions and quantifies the concept of happiness on social software so that happiness can be spread. The message of this campaign can be easily spread using social media. This type of campaign can attract people of all ages to participate, and it calls on people to spread happiness by using the message that carries the Coca-Cola logo. Coca-Cola doesn’t ask you to buy their products directly. It makes people subconsciously associate happiness with Coca-Cola, making people have a positive view of the brand, which is conducive to the expansion of the market and the strengthening of brand loyalty.
For my own brand’s digital strategy, I will learn from Coca-Cola and create a campaign message that can be easily spread. I will try to subconsciously get people to associate my brand with positive emotion and use social media to increase people’s participation. The campaign of my brand should follow my slogan, and the campaign should support my big idea.
Adidas Case Study: Adidas USES the Google marketing platform to help them monitor data and decide what to promote or publish. This method is very useful and has advantages. As a sports brand, Adidas must consider the balance between brand and product. They must know which stage the brand drives the product or product promotes the brand. Adidas must understand what people like about shoes, clothes, etcetera. Monitoring with data is a great way to see where the traffic is going, and these real-time interactions and clicks allow Adidas to navigate and predict the next step successfully.
For me, I can learn from Adidas how they use Google marketing platform to monitor traffic. I need to know how much customers or potential customers care about different content. I also want to make sure that this information is collected in real-time. Real-time data allows us to make valid and correct decisions in the face of a large market. If a team doesn’t have a good understanding of the focus of its customer base and how traffic goes, their brand will not thrive.
KIA Integrated Digital Campaign: What Kia does well is they use an integrated digital campaign. This type of campaign has a wide range of coverage. And can obtain a variety of responses of different age groups. Kia creatively uses the cat’s perspective on the website to introduce the performance of the new car, giving people a sense of exploration. In addition to the basic venue slogans and outdoor slogans, Kia also developed some games to give people a platform to compete and play with friends. Although this type of campaign may cost more money and time, its creativity and entertainment can be attractive. A variety of direct or indirect messages can make people see or know about the brand in different ways.
For my brand, I should think about using an integrated campaign. I can learn from Kia and use multiple media channels to spread information. Different media channels can significantly increase the influence of the brand. And also make my brand reach different kinds of people regardless of their age, color, and geographical location. I should also use creative ways to promote my brands, rather than just using boring websites or blogs to attract attention.
5 Social Media Campaign Examples: The five social media campaign examples show me the importance of sharing. The good thing that these five different brands do the same is that they create a topic that people can participate in and share. Exciting and meaningful topics developed by a brand can make people have an emotional connection. These people want to share what they know with others, and that’s what social networking means. Sometimes a strong message does not require people to interact with but to create interaction.
For my digital campaign, social media acts as my primary role. Learning from these five examples, I should pay attention to the importance of sharing in the future campaign. I need to know when to launch what topic is most suitable, and I should know what kind of topic can attract more people to participate. I need to understand what makes a person want to share something and what makes a large group of people share the same thing on social media. I will do my best to use people’s desire to share and emotional connections on social networks to promote my brand
KungFuRice 