Weekly 1 Similar but Different campaign study

1. Weekly #1
Similar Yet Different
ADV 709 Creative Strategies
Jasmine Mack
001644486

2. 1
McDonald’s: Put the ‘BIG’ back in ‘BIG MAC’
Market Background
The Big Mac has been a cultural icon since the 80s;
however, the brand’s relevance in Malaysia had been
declining. This was due to McDonald’s rising popularity
with limited time offers (LTO). The Big Mac was losing
relevance espeically with Gen Z, who were always looking
for somehing new and exciting.
Objectives
Their main goal was to make the Big Mac a pop culture
powerhouse, create a big social hype around the Big Mac
just like if it was a LTO launch, lift brand love by at least
5%, and lead to a Big Mac sales grow across stores by
50%.
Agency: Leo Burnett Malaysia
McDonald's launched their campaign, Put the BIG back in
BIG MAC, as an initiative to help the Big Mac regain its
iconic status and increase brand love and sales with Gen
Z-ers who saw it as their dad’s burger.

3. 1
McDonald’s: Put the ‘BIG’ back in ‘BIG MAC’
Strategy
They challenged Gen Z to respond creatively and build the
Big Mac their way– that way they could shae the earlier
generatios’ found memories of the Big Mac.
Creative Media
They encouraged Gen Z to remix and build the Big Mac
their own way. The birth of the Big Mac challenge on Tik
Tok was born. A finger dance, which became a viral trend
after the movie Step Up 3D, along with 5 dance tracks
detailing how to build a Big Mac became a hit with Gen Z.
Outcome
The trend saw the Big Mac generate more social media
buzz than a LTO launch. Their second objective of
increasing brand love was also successful with an increase
by 6%. In return, sales for the Big Mac increased in
restaurants by 83% during the campaign and overall sales
increased by 5.9%

4. Agency: Reprise & Universal McCann
KFC launched Colonel’s Month as a solution to negative
conversations about the brand’s price adjustments on
their snack and dinner plates. The promotion, which gave
customers one free piece of chicken with every purchase
of a snack or dinner plate, was a good start to bring in
new customers; however, they needed a gimmick. They
introduced Mat Ayam, KFC’s number one fan, to drive
affinity with millennials.
KFC: Colonel’s Month and KFC’s #1 Fan
Market Background
In December of 2018, KFC Malaysia received huge
negative backlash after a series of social media posts
highlighted a price hike on their snack and dinner plates.
Brand awareness dropped and overall visitations slowly
declined. The rise in food delivery apps not only affected
them, but also their main competition, McDonald’s.
Objectives
Their main goal was to reignite the brand love amongst
their toughest audience which was teens and young
adults. They wanted to increase brand love in teems to
2% and keep their young adult audience at 3%. They also
wanted to increase visitation by 4%.

5. KFC: Colonel’s Month and KFC’s #1 Fan
Strategy
KFC knew they needed a different approach because driving
their ads were not going to stand out in a sea of value-focused
promotions that their competitors were also putting out. They
knew they needed cultural relevance and an emotional
connection between their brand and its fickle audience. Their
strategy was to create a targeted brand channel to engage with
an audience who connected with trend driven communication.
Creative Media
KFC introduced Mat Ayam Free, a KFC fanboy who shot to fame
by living or “trolling” on other celebrities’ Instagram pages while
promoting KFC’s Colonel Month promotion. Fun Fact: The
English translation of Mat Ayam Free was Dude with Free
Chicken. He was meant to personify the brand’s key traits of
being down to earth and original. He recreated celebrity
moments with one piece of chicken by photoshopping himself
into the photos of influential celebrities. He also attended live tv
tapping with signs promoting KFC and became a walking ad.
As the saying goes, nice to see, nice to touch, but
just don't eat it. If you want your own, buy your
own Dinner Plate at KFC. You'll get a free piece, for
sure #AyamEverywhere
@HaelHusaini bought a Snack Plate at KFC, and got a
free piece of chicken. Let humans get wet, what's most
important is the (free) fried chicken #AyamEverywhere

6. KFC: Colonel’s Month and KFC’s #1 Fan
Outcome
Mat Ayam Free sent conversations into a frenzy as KFC
engineered each of the celebrities to reshare Mat Ayam Free's
images on their own feeds. This made their audience outreach
to an audience of about 20.3 million. Because of this KFC
successfully increased their brand love and awareness amongst
teens and young adults by 4% each. Store visitation increased
by 12.6%. Mat Ayam Free also became somewhat a internet
celebrity: his Instagram had 2.5 million followers and had a total
of 500,000 likes and 206,000 profiles visits in the fist week of
the campaign.
I don’t have a picture with retis today because I want to get
free chicken one last day. Thanks KFC for making this crazy
best free chicken promo. Later if you make another promo,
rogers. Please do not forget to buy a Dinner Plate if you
want FREE CHICKEN. One last time was a chicken umbrella.

7. 7
M&M’s: Battle For Fun
Agency: BBDO China/Mediacom Beijing
Due to health consciousness and the preference for new
snacks, M&M launched this campaign to show the value
of entertainment and interact with their consumers
through E-sports.
Market Background
In China, the chocolate category lost 2.5% of its value
growth. More consumes were becoming health conscious
and trying to reduce their sugar intake. They also had
more competitive competition with the wider snack variety
in China. More than 50% of Chinese consumers pofer new
flavors. M&M also wasn’t the only brand in China trying to
amplify its entertainment to win consumes.
Objectives
Their main goals were to regain advantage in the youth
market by increasing social media buzz and create a
strong association with entertainment. They also wanted
to reverse the sales decline online by 30%. The main
audience they wanted to attract was young people
between the ages of 18-34 with no children or parents of
children aged 0-14.

8. 8
M&M’s: Battle For Fun
Strategy
M&M wanted to better understand the newest trends of
the younger generation and take young people’s passions
for e-sports and extend it to their product.
Creative Media
They boke the mold of traditional sponsorship with an
interactive concept getting fans to show their love for
their favorite e-sports players from King Pro League (KPL)
by using their favorite snack as a method to be a fan:
both of the brand and of the e-sport team. Fans could
scan the M&M KPL packaging and vote for their favorite
players to join the battle. M&M held a 3 day canvassing
event to further ignite interest. The winning candidates
gathered with M&M characters Mr.Red and Mr.Yellow in
an exhibition and fans could show their support fo players
in a e-sports competition.

9. 9
M&M’s: Battle For Fun
Outcome
Although it doesn’t seem like a huge positive, M&M’s
biggest outcome was slowing down penetration loss in the
youth market by 77%. They went from above average to
below averages losses compared to the overall market at
the time. They became associated with KPL to a 68.5%
co-mention on social media. KPL players contributed to
41% of M&M’s social media mentions. In return, M&M
attracted about 60% social discussion about KPL which
was the highest for any sponsor at the time. M&M’s offline
sales increased by 47.5%. This was the first time a brand
increased offline sales during a sales downturn.

10. 10
Similar but Different
Similarities
- All campaigns relied on a form of social media or
entertainment to be able to interact with their
consumer and draw an audience to their product.
- Each campaign’s target audience leaned towards a
younger demographic.
- 2 of the campaigns (KFC and M&M) relied on
influencers and celebrities to help push and spread
their brand to their platforms, giving way to a broader
audience from not only their consumers but also the
fans of the influencers.
Differences
- M&M’s and McDonald’s main focus was entertainment
in terms of their media approach, while KFC focused
more on conversation with their main focus being one
fan to represent them all.
- Each brand had their own problems to solve before
coming up with a creative concept
- McDonald’s Big Mac’s main problem was the
perception of being it received from younger
Generations
- KFC’s main issue centered around negativity with
a price raise in their core items of the menu
- M&M main issue was staying relevant with its
younger audience in competition with newer,
healthier, and a variety of snacks