KFC China have embraced a very simple and eloquent strategy; Tell real stories and hero the real people who make the brand great.
The hero of this ad is Li Liang who’s been deaf since he was a child, he is now a KFC trainee manager who helps to run a store where more than half the staff are hearing disabled.
Who needs hyperbole advertising when you have real stories?
“This inspiring story, picked up by Johnnie Walker as a wonderful hero piece of their #KeepWalking campaign. Ode to Lesvos has shone a light on the 153 residents from a small island in Greece who’ve worked to help people escape the war torn middle east.
It’s a fantastic bit of shareable feel-good social work that has given the microphone to the ‘everyday man & woman’ who are working hard to make a positive difference.
The simple line ‘Keep Walking’ resonates with people all over the world, it’s a mantra of sorts to motivate and humble people who might be working through adversity.”
Two days of insightful ideas and the creative consciousness of Semi-Permanent, many pearls of wisdom were shared and a few one liners were tapped into my notes.
So here are those one liners strung together and fleshed out, followed by some fantastic social work.
The only real strength a brand has, is it’s brand. A note that seems like a straight forward concept, however like strangers in a lift; brands under a corporate umbrella can be awkward when put in the same rooms, sharing antiquated processes, systems & filters that the corporate umbrella company chain their brands with in an attempt to streamline & standardise processes. The risk is that the brands fall flat on their face and loose their unique identities whilst trying to jump through hoops with chains around their ankles. These big corporate umbrella companies will struggle and die with their brands if they rely on old systems and strategies, giving way to agile, risky, honest and outgoing grassroots companies.
Time to face the music and accept that there’s no formula in the golden age of social media marketing, none of us really know exactly what we’re doing, or what the formula for ‘virality’ is, and with the ever changing social landscape; Platforms like Facebook keep us on our toes 24/7, we’re always adapting and working hard to understand how their ‘patched-daily’ services are transforming.
It seems like a final frontier, almost a wild west, where we must be quick to draw and prepared to shoot from the hip. It’s a place where we can’t rely on old systems or processes because the playing field is forever transforming. Brands that embrace social should always be learning and adapting to make the most of the ever-changing landscape.
We can’t let fear or doubts hold us back. Doubt often lingers in the back of our minds when we are pushing the creative boundaries and ducking under our clients dusty corporate red tape. If we let doubts and fears hold us back, then we become average. We must keep ducking under red tape, silencing the fear & doubt, pushing the creative boundaries, being great.
Embrace the code. Big ol’ WPP group have many data-focused companies. They believe that these will be core to the future of advertising, if we truly are an adaptable communications business; We should seek solutions to bridge the programmatic-creative divide.
Lastly, my favourite one liner; Entertain or die.
In 2014 the average 30 second spot at Superbowl went for $4million. So traditionally only the biggest brands get to play at the ‘Big Game’.
Until Superbowl 48 when Droga 5 created the best ‘Big Game’ ad for Newcastle Brown Ale.
It was dubbed: “The commercial we would have made, if we had the money”.
Lastly, a lovely heartwarming campaign.
Dove built a script to filter through Twitter and identify negative social media conversations about beauty and body image.
Self-esteem experts collaborated with Dove and Twitter to join the conversations to encourage more positive online language and habits.
A positive use of social to empower women to speak with more confidence, optimism, and kindness about beauty on social.
Learn more here