Launching a completely unfamiliar product into a new market is a major challenge for anyone.
This session provides a brilliant 35-years success case, from a young and dynamic country in Asia - where until the 1990’s, pizza was unknown.
You’ll see and hear, how:
• Entrepreneurial Mongolians returning to their home country teamed up with communities of foreign contract workers, to create word-of-mouth awareness and intrigue.
• Residual awareness of a tv campaign featuring the last President of the Soviet Union, spilled over to create a premium image.
• A Mongolian engineer returning home from Germany developed a cult following for the country’s first ever Pizza restaurant.
• One Western brand owner, Pizza Hut, saw the potential, jumped the cultural divide and built a highly successful QSR chain, in a country which still doesn’t have McDonald’s
• An influencer-led, community-driven regional marketing strategy with local twists, is now inspiring a new generation of K-Pop-following Gen Z’s in Ulaan Baatar. Bolor and her team used storytelling, education, playful campaigns and old creative ideas, to compltely reframe how people thought about food.
• A major shoift happened when Pizza Hut started using animation and comics. Gen Z and Gen Alpha in Mongolia grew up using Manga and webtoons, not long texts. To reach them, the band needed to speak their visual language. This creative evolution allowed Pizza Hut to influence culture, shift perceptions and connect with young audiences.
The session will be both entertaining and informative.
It will provide a practical playbook for anyone involved in either overseeing an international brand; or persuading a global management team, that insight into local culture is essential for marketing success today.
#humanfirst #creativity #strategy #influencer #global #local #marketing #Asia #Mongolia #pizza #success
