What is it?
A long-term affinity-building content pillar for social media.
Why did we do this?
1. Beyond being the expert is asian style fried chicken, 4FINGERS has a big personality too. It’s tongue-in-cheek and never takes itself too seriously, because they understand that making good fried asian style chicken is a big deal. This lovable personality is something that needs to be conveyed beyond just pun-filled but ultimately one-dimensional social postings.
2. Fast food is not considered by most to be an ‘everyday meal’, nor is it appropriate for every occasions. We want to change that.
How does it work?
1. 4 FINGERS is relevant for all occasions. We create the synergy between occasions and 4 FINGERS consumption by understanding the barrier to entry for each occasion with respect to eating fried chicken and flip it on its head
2. 4FINGERS has the opportunity to be part of every conversation by being timely and providing cheeky commentary
4FINGERS rolls out a series of content posts to increase relevance between 4F and CNY. This is done by identifying the key activities or pain points of people who celebrate CNY.
Each post also includes a simple contest mechanic, encouraging people to purchase 4FINGERS for a chance to win a CNY special from us.
Winners are given their prizes during the eve of CNY, which strengthens the consumption relationship between 4FINGERS and CNY.
This is amplified on Instastories to reach out to more audiences. Prizes are also packaged like CNY hampers that are commonly gifted during this period.