The China Puzzle The Powerful Impact of Strategic Thinking in The World's Fastest Growing Advertising Market

摘要

Every summer, the leading fast food brands in China make huge investments in communications, cluttering the market with new products, exotic flavors, and celebrities to attract their primary target audience-youth. This campaign changed the brief by shifting the objective from attracting the target audience to new products to instead making McDonald's a summer destination. The brand decided to look at the lifestyle of its audience to understand how to make McDonald's relevant and engaging to youth. The insight was that "realness" is missing in social networks, and McDonald's encouraged people to discover the realness in a relationship through meeting up.