I don’t write a lot about my personal life. Taking a sabbatical has been interesting on more than few levels. The last six months have been surreal. Kicking off the year with my father fatally colliding with a truck has been challenging.
As part of one of my assignments this semester I’ve had to review and analyse a current integrated marketing campaign. I haven’t really spoken about the traditional media they’ve used, so let’s have a look at it.
Lost for inspiration about what more to write about KFC, I did what any self-respecting digital marketer would do and asked Facebook. This post is for you Judd! So is “Goodification” similar to other KFC campaigns?
I’ve been following the KFC Goodification campaign as part of one of my assignments this semester. It’s actually been quite interesting watching a mature brand try to catch-up and reposition itself in the market…how are they actually faring with it all though? In an attempt to not feel guilt free about procrastinating on Facebook when I’m meant to be writing assignments I had a quick look at the KFC Australia Facebook page (you see, this Facebook time is research for this post!!) What was interesting is their page has had a 3.14% increase in “likes” since I posted a week ago.
LinkedIn has grown and evolved a lot over the past few years. I seem to be talking about it more and more as a viable social media channel with clients and colleagues. Admittedly, I don’t post a lot on my LinkedIn profile; I joined in 2009 because that’s what everyone was doing and I like playing with new toys. The way I use LinkedIn in 2012 is very different to how I used it when I first joined. Like most social media channels, it’s grown and evolved into a useful tool. I login most days to the industry headlines that trend and I use it a lot for research.
While the jury is still out on KFC’s Goodification campaign, it has created a bit of controversy for itself with their YouTube “What is Goodification” clip and well the creative licence taken with the English language throughout the campaign.
Brett Howlett, ECD Ogilvy Sydney promises that, “the ‘Goodest Get Together’ is just the beginning of big changes for KFC”. Social media has formed the backbone of the start of the Goodification campaign—does it make good, gooder though?
So as part of my ‘hiding from the world’ theory I decided to go back to uni full time for a while. This leads me to why I’m blogging about KFC… aside from being one of my vices this is actually assignment related. I’m taking ‘Integrated Marketing Communications’ (IMC) this semester and one of the assignments is to write a six blog post analysis of a current marketing campaign. Having been totally out of touch from reality of late, the KFC ‘Goodification’ was the first campaign to come to mind as a good example of an integrated marketing campaign.
