Unverified absolute result figures are omitted from this public archive. The original record is preserved internally.
Intro：
The Spring Festival, for the fast consumer goods market, is the warmth card is popular, how to stand out in the Spring Festival period to attract attention, so as to increase sales, become the primary problem of yili New Year activities.
Before the Spring Festival, yili dug deep consumer insight, found that in modern people's Spring Festival more and more "form is greater than content", home also just idle "paralysis" over the whole holiday; On the other hand, the Spring Festival is supposed to be full of vitality, and the whole family, old and young, should be full of new atmosphere in the New Year.
At this point, yili Spring Festival marketing theme "full vitality of home" came into being, will "vitality" and the New Year scene one by one bound -- for the Spring Festival dinner with big fish and big meat into "digestion", for the annual reunion of the whole family into "pleasure", also for the New Year's wishes into "prehistorical power".
In this way, full vitality is not only the brand's New Year's resolution to consumers, but also the actual New Year benefits brought by products to consumers.
Solution：
In the Spring Festival of 2017, yili is full of energy for you. "Home full vitality", with "creative +IP+ channel" immersive integrated content marketing, with the help of star virus video & star live broadcast, baidu AR crossover, set off the whole network, form synergy, promote sales.
Use ning zetao TVC tidbit exclusive broadcast, open fan younger sister vitality
Innovative cooperation baidu AR navigation marketing, CNY travel vitality
[burst of vitality]
All-star flash mob video to seize the circle of friends native promotion page, detonated social vitality
All-star energy poster, spring "ten forces" burst
Airport vitality tour connects online and offline, "yili flies you home"
Live # liu tao on the Spring Festival gala, the family happy send #, the strength of the performer full vitality
[vitality continuation]
Undertake baidu AR navigation marketing, exclusive production of Spring Festival vitality data report
Result：
Ning zetao TVC tidbit triggers the fan effect and opens the # home full vitality # first bullet.
Innovative cooperation baidu AR navigation marketing launched CNY travel vitality.
The airport vitality tour connects the online and offline, and "yili flies you home" makes reasonable use of the internal space of the aircraft cabin to attract the interaction of consumers with product welfare.
The Spring Festival marketing theme of "full vitality" not only achieves the balance of brand marketing consistency and diversity, but also foreshadow the vitality marketing of 2017 -- "carry vitality to the end"!
