• Create engagement with new customers and Gen Z audience

• Change perceptions of being cheap and dirty, perhaps build upmarket to reach new consumers

• deliver social media outcomes, physical media eg. billboards, posters

Audience requirements

• students of our age group and demographic and largely overlapping interests

• media consumption will have some variety, will be present on social media - hence marketing important

Competitors

• kfc

• pizza hut

• popeyes

• (find other fast food chains in vietnam)

• losing relevance with younger consumers (Gen Z), who look for more niche, healthy food brands or cannot afford to eat out. Can be seen as outdated or impersonal and 'too cheap'

• sustainability - not viewed as a healthy, 'green' choice for a meal. faces lof criticism around wastage and rumors of uncleanliness and questions of where meat is sourced

Opportunities

• reposition the emotional connection of mcdonald's with Gen Z as a brand that relates and is relevant to younger culture. remind them of childhood, family connections and a place for socialisation etc.

• create progressive campaign around sustainability and moving forward into an eco world, show true clarity around the business and 'turning a new leaf'

• under 18

• 18-22

• 23-25

• above 25

• prefer not to say

What is your gender?

• male

• female

• prefer not to say

What social media platform do you use the most?

• Tiktok

• Instagram

• Facebook

• Threads

• other

• I don't use social media

How often would you say you eat at Mcdonald's?

• 2+ times a week

• once a week

• 1 -3 times a month

• never

Would you consider yourself a healthy eater most of the time?

• yes

• no

• maybe

Which brand of fast food do you think is the most popular in Vietnam?

Can you rank these choices as most important to you when choosing to eat fast food from 1-5?

( 5 = most important, 1 = least important)

• price

• convenience

• taste

• brand image

• promotions / deals

Where do you usually hear about Mcdonald's promotions or new products?

• Instagram

• Tiktok

• Facebook

• word of mouth / from friends

• TV adverts

Which Mcdonald's products would you say you buy the most?

• burgers

• fries

• fizzy drinks

• desserts

• coffee

• chicken

Which of these do you think best describes Mcdonalds brand image in Vietnam?

• fun and youthful

• modern and international

• family friendly

• otudated and boring

• other

What could Mcdonald's do better in order to attract more students like you?

how likely are you to recommend Mcdonald's to a friend?

5 (definitely)

4 (likely)

3 (only in passing)

2 (unlikely)

1 (never)

• new menu

• specials for Christmas

• merch?

Campaign Goals

• increasing brand awareness

• boosting sales

• encouraging customer experience - more specific - can / how is it measured

• bringing families together

after losing a friend to suicide

'pizza for peace' slogan

mission to connect people through food, education, and sustainability

optimistic spirit

identity reflects a balance of playfulness and purpose, clean typography, confident wordmark, and a flexible system design

sustainability, sharing & humanity

'make the world smile for peace'

https://pizza4ps.com/vn/vision/

https://www.behance.net/gallery/90212475/Pizza-4Ps

https://www.basedesign.com/work/4ps

Key msg: Presents, Pines, Peace Pizza

12/12: cozy christmas playlist drops

13/12 - 15/12: release of seasonal menu, designing your own glass creative event & seasonal happy hour

16/12 - 19/12: christmas pizza workshop

20/12 - 21/12: christmas film screening

22/12 - 23/12: unknown?

24/12: live band performance

design & prototype at least 4 assets (prototypes -> not finished, & multiple prototypes for each asset)

test & iterate for tone, messaging

'Tuten defines content strategy as the coordinated plan for “creating, distributing, and governing content that meets both brand and audience goals.” (Chapter 5.)'

1. What will we say - (content pillars)

2. Where will we say it - (platforms/zones)

3. How will we say it - (tone/format/schedule)

Attention -> interest = desire -> action

3 ACT

Setup -> stress/tension -> resolution

String of Pearls

a string of posts with different details/reasons (selling points), one after another (design consistency)

Star - Chain - Hook

Product/service/idea (star) -> a series of reasons/solutions (chain) -> call to action (hook)

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Atomisation

content that can be partitioned/repackaged in several ways while remaining strategically & narratively aligned. Efficient way to use resources & amplify the message. Related distinct content on different social channels increases the likelihood of reaching target audiences & greater engagement.

-----

Prototyping the narrative arc

aligns with tone, pacing, and emotion before content creation

helps identify gaps

keeps campaign cohesive

prevents 'random post syndrome'