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03. Insight
Besides Fried Chicken, McDonald and Burger King are also selling and focusing on
Burger and both of them world’s famous selling burgers (but different target
audiences).
McDonald
TARGET AUDIENCES
Primary
Kids (about 3-10 years old) Secondary :
Families Working Adults
Teenagers
Uni Student
Brand Insight
Key Message:
The Flavor Experts
Instagram
wingstopid
40.407 followers
Facebook
WingstopID
9.128 followers, with 9.039 total
page likes
Twitter
WingstopID
2.222followers
Market Insight (Richeese Factory) Target Audience:
Primary: Children and Teenagers
Secondary : Young adult and Family
Key Message/Tagline:
Everything is fun with cheese
Instagram
richeese_factory
72,861 followers
Facebook
RicheeseFactory
108,697 page followers
108,430 page likes
Twitter
RicheeseFactory
11,613 followers
Our Target Market
Our Target Market
So,
So,
So,
So,
So,
Chocolate
Chicken
Product Insight:
Branded Campaign
Product Launch Potential Viral
Campaign
Unbranded Campaign
Branded Campaign Strategy
Store Visits
#ChocolateChickenKFC
#JanganMakanSendiri
#DimulaiDiKFC
#DitungguDiKFC
#DitembakDiKFC
#DilamarDiKFC
Video as Traction
Scene Storyline Visual
Scene 2 Diaplikasi terlihat mereka sedang match di website KFC yang kami buatkan Gambar layar hp
Scene 6 Ayam sudah di kasiin dari kasir ke mereka berdua Gambar ayam coklat di atas meja
Scene 7 Mereka ngobrol bareng sembari bercanda saat mereka makan Sepasang sedang makan
Scene 8 CTA ke store atau kunjungi microsite Blank screen aja
Video Story Board
Scene 1
Situation:
Seorang remaja laki-laki dan
remaja wanita sedang
bersantai di kamar masing-
masing dan asyik memainkan
smartphone
Copy: -
Duration:
3-5 Seconds
Scene 2
Situation:
Memperlihatkan tangan mereka
sedang melakukan swipe kiri
dan swipe kanan di web
application
KFCku.com/chocolate-chicken-
match
Copy: -
Duration:
3-5 Seconds
Scene 3
Situation:
Mereka sama-sama tersenyum
karena telah menemukan match
mereka masing-masing di web
application.
Copy: -
Duration:
3-5 Seconds
Scene 4
Situation:
Merekapun akhirnya me-redeem
Chocolate Chickin bersama-sama
di depan kasir KFC dan saling
canggung.
Copy: -
Duration:
3-5 Seconds
Scene 5
Situation:
Grafis video yang memperkenalkan
produk baru dari KFC Chocolate
Chicken beserta keunggulan product
ini.
VO:
Ada yang baru di KFC, Chocolate
Chicken yang enaknya dinikmati
bareng orang-orang tersayang kamu.
Duration:
3-5 Seconds
Scene 6
Situation:
Kasir memberikan chocolate
chicken kepada masing-masing dari
mereka dan camera zoom in ke
product, lalu mereka beranjak ke
meja makan
Copy:
Baru – Chocolate Chicken hanya di
KFC
Kasir Voice:
“Ini Chocolate Chickennya, selamat
menikmati ☺”
Duration:
5-8 seconds
Scene 7
Situation:
Shoot mereka sedang menikmati
chocolate chicken di salah satu
meja di KFC berdua.
Voice Over:
“Hari gini makan sendirian!???
Ayo temukan pasangan kamu
dan cobain chocolate chicken di
KFC”
Duration:
5-8 Seconds
Scene 8
Situation:
Grafis dengan background blur,
Muncul beberapa grafis lengkap
dengan Call to Action untuk
mengikuti gamification
Voice Over:
“Cobain Chocolate Chicken
jangan sendirian, ayo temukan
pasangan mu sekarang”
Duration:
2-5 Seconds
Digital Advertising
Instagram & facebook ads
Gamification Marketing is
the art of creating experience,
transform it into memories,
so memories stay forever.
Gamification:
Match Partner
To Get Free
Chocolate Chicken
Gamification – Microsite (Web App Tinder-Like)
Gamification – Microsite (Web App)
Goals:
Increase TRIALIST of Chocolate
Chicken
Game Term:
People need to match with at least 10
persons to win a prize buy 1 get 1
Chocolate Chicken that they can
redeem on every KFC store.
Share it to win prizes
Viral
Unbranded Campaign Strategy
White Label Campaign
Insight:
Price: TBC Price: TBC Price: TBC Price: TBC Price: TBC
Buzzers / Influencers Lists
Price: TBC Price: TBC Price: TBC Price: TBC Price: TBC
The Launch Campaign
Timeline
No. Activity Pra Launch Month 1 Launch Month 1 Launch Month 2 Launch Month 3
Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4
1 Web App Development
Design UI/UX
Approval
Development
Bugs Fixing
User Assesment Test
Revision
Launch
2 Video Production
Location & Talent Hunt
Script Writing & Conscept Finalization
Production
Post Production
Approval & Revision
Finalization & BAST
3 Launch Campaign
a Branded Campaign
Video Post on FB & YT
Video Advertising
Social Media Campaign
Banner Advertising
Location Base Advertising
b Unbranded Campaign
Meme Posts
Influencers Boost
The Investment
Month / Unit / Total Investment
No. Tasks Investment (IDR)
Times (IDR)
1 Product Launch Strategy & Execution Management 75,000,000 3 225,000,000
Youtube Ads
Budget est. cpv est. impression est view est. view rate
IDR100,000,000 IDR 500 571,428 200,000 35%
IG Ads
Budget est. cpr est. impression est click/engagment est CTR
IDR 80000000 IDR 500 10,666,666 160,000 1,5%
FB Ads
Budget est. cpr est. impression est click/engagment est CTR
IDR 20000000 IDR 500 2,666,666 40,000 1,5%
Social Media Assets
Management
1 year social media management
Social Media Management
Instagram untuk melakukan branding dan soft selling. Meski dapat juga untuk posting
engagment post.
Kami akan posting 7 - 10 kali se minggu agar tidak spammy terhadap brand.
Main goal adalah untuk edukasi, impress dan engage audience secara visual.
Tone:
Consistent Red KFC
Product Related Content
Caption Draft :
Suka keju? Suka pedes juga? ayo cobain Hot and
Cheesy Chicken KFC skrng, bikin harimu makin
tertantang!
#DimulaiDiKFC
Sample Content
Enganging Content
Teka-Teki Silang
Draft : Ayo buat kamu pecinta KFC, coba yuk isi teka teki
ini! Buktiin kalo kamu jago dan berwawasan luas.
Mendatar
3. Rasa mengguncang isi perutmu
8. Saus favoritmu selain saus sambal
12. Bahan baku french fries KFC
13. Restoran Fast Food kesukaan kamu
Menurun
1. Organisasi PBB yang menangani Buruh
4. Orang yang bepergian jauh
Branded Content
Draft:
Kelezatan dan gurih nya ayam KFC dijamin bikin
kamu gak bisa nahan lapar di siang hari. Apalagi Kulit
ayamnya yang selalu menjadi bagian terfavorit bisa
banget jadi pilihan santapanmu bersama teman dan
keluarga.
#DimulaiDiKFC
Promotional Content
Draft :
Buy 2 Get 3 Crispy Chicken on Monday and
Thursday!
#DimulaiDiKFC
Trivia Idea
Content name: Kentucky Found Chicken! #KFC
Prize: They 5 luckiests winner will be get free KFC’s Super Mantab for 6
Months every friday.
Mecanism:
Mechanism:
2. The participants must purchased something from KFC’s store (which the
packaging made from paper)
4. If you have done the doodling, you have to share to your friends (at least tag 3
friends)
Mini activation Idea 2
Contest name: Colonel Sanders Makeup Challenge
Mechanism:
Objective:
Prize: Smartphone
Mechanism:
Total in 3
657,000,000
Months