“KFC wants to create a new ambassador program for Generation Z audience members with their new spicy chicken and lemonade drink. Outline the steps you will want to take in order to execute this program on the right foot. Discuss at least one example of a good ambassador program to follow and recommend to KFC.“
Creating a Gen Z ambassador program for KFC’s new menu items first requires performing audience segmentation. Segmenting by lifestyle factors will help narrow the search for influencers whose audiences will best align with and be most receptive to the new spicy chicken sandwich and lemonade combo they’re wanting to push. For example, finding an influencer who matches in age would likely be irrelevant if that influencer (and likely their audience members) follow a vegan diet. In that case, there would be misalignment and inauthenticity, two things that are sure to dissuade Gen Z engagement.
Additionally, the chosen ambassadors should focus on integrating the food into their digital community in a way that makes sense, as opposed to the ambassador simply telling their followers to buy them. I once watched an influencer become an ambassador for Dunkin’ Donuts by making daily vlogs, and starting each vlog with a trip to Dunkin’. This influencer dealt with mental health struggles, and she highlighted that her trip to Dunkin’ was more about getting out of the house and treating herself, than it was about the actual drink, although she often gushed over new flavors, conducted taste tests, and posted reviews of various donuts. This led to this creator becoming a successful Dunkin’ ambassador. She had created a community in which Dunkin’ represented more than a coffee shop, but rather a symbol of the necessity of self care even during mental health struggles.
The ambassador program can include incentives things like merch (for the influencers to unbox and wear in content), KFC gift cards for the influencers to use and to do giveaways for.This is the kind of program KFC should create–one that encourages already aligned influencers to create authentic content that humanizes their ultimate goal of advertising and sales.