Kiki Chiu
Always deliver the ideas to the practices.
Marketing Projects
Project |01
Consumer Attitudes to Cause-Related Marketing Campaigns and Products: The Influence of the Self-Congruity Effect
This thesis aims to explore consumer attitudes toward cause-related marketing campaigns and products, and the results showed a positive influence by self-congruity effect, which means individuals tend to purchase and use products or services which presents a consistent image with their own self-image. The application of cause-related marketing in FMCG market has become a popular issue as well. Therefore, the personality of products and campaigns regarding to cause-related marketing should be emphasis when the marketer designs a strategy. Since the survey was investigated to London residents, I also found the differences among ethnic groups. Asian people responded a higher self-congruity effect to cause related campaign, comparing to the British. Culture issue is always the key element in marketing planning.
Project |02
Breast Cancer Campaign
Overall, Breast Cancer Campaign successfully overcame the marketing issue by its reputation and contribution to the breast cancer research. In order to maintain the participants’ relationship, Breast Cancer Campaign held many events to reinforce the participants’ sense of belonging and sense of mission. With the good relationship in the online community and sponsoring companies, the Word of Mouth effect becomes a positive influence to promote Breast Cancer Campaign to stimulate more people to donate money for this meaningful social cause issue. However, Breast Cancer Campaign must consider the influence of its success towards the whole society. Social cause marketing is different from traditional marketing in business. Social cause marketers must think about the success of how one event might result in an unbalanced distribution of social resources, instead of only considering fundraising as much as possible.
Project |03
Dumb Ways to Die
It is a campaign to promote train safety made by Metro Train in Melbourne. This campaign is one of the most successful viral marketing campaigns recently. It employed right tone, right language and right vehicle to transmit train safety to the target audience- young generation. The core of this campaign lied in a distinctive animation with indie song. This video humorously mixed a morbid subject matter with saccharine level of cuteness to attract young audiences. Furthermore, viral marketing is a focal point of its media strategy, which successfully lowered its budget used and obtained an unexpectedly high awareness. The only drawback is that the usage of symbol might mislead and distract the young audience from the concept of train safety. Even so, the video actually employed a low involvement psychological process, and the lyrics would be subliminally kept in their mind. It was reported that this campaign successfully reduce the rate of ‘near misses’ accident for almost 30% compared to the last year.
Project |04
HSBC - The world's local bank
When it comes to the integration of global and local service, the previous campaign of HSBC, “The world’s local bank” is one of the successful models for marketers to learn. This campaign had continued for 8 years around the world since 2002. In this paper, it illustrated how HSBC become one of the strongest financial brands through this brand strategy, analysing the message strategy in the series of commercials, and presenting its creative media execution. Also, this campaign was evaluated in the aspects of the market performances, the communication effect from customers and employees, and the social responsibility and controversial issue HSBC faced.
Project |05
Crisis Management of Barclays LIBOR Scandal
As for Situational Crisis Communication Theory (Coombs, 2007), Barclays did implement the key elements, ethics and social responsibility. Although it is essential to present the ethics and social responsibility when a crisis occurs, company should consider more about these issues when planning marketing strategy and operating general administration.
Especially for financial industry, trust is the element in building relationship among stakeholders, the method to maintain reputation among the public, and the core value in its operation and organisation. Company is the organisation designed to solve consumers’ problem and create value among consumers, company itself, and society. All the company should keep this principle in mind to make our society better.
If you are interested in my works, please link to my blog:
http://big4marketingsolutions.blogspot.co.uk/
Marketing and TV Research Professional
Awared Data Management
