The Pitch

Brand Name & Overview

            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.