Unverified absolute result figures are omitted from this public archive. The original record is preserved internally.
Intro：
Yili hopes to cultivate consumers' healthy living habit of drinking milk every day, so as to make life beautiful and energetic. At the same time, as a national brand, yili has the responsibility to respond to government issues, deliver healthy life concept, let Chinese people a cup of milk every day, and build and share the health of the whole people.
Based on consumption insight and brand corporate responsibility, yili launched the integrated marketing campaign of "vitality creates beauty", created high-quality IP content (sense of series), combined with powerful resources (explosive power), and threw introspection questions to consumers "do I need a glass of milk? Arouse consumers' attention and thinking, deliver the core message of the brand "I need milk to give me energy every day, so as to bring happiness to people around me every day", further strengthen the dairy consumption motivation of existing consumer groups, and accelerate the category growth.
By virtue of high-quality content and powerful resources, yili has successfully implemented the national brand's "national feelings" and deeply rooted the "vitality and beauty".
Solution：
Converge eight big IPs
Select eight popular IP (ode to joy/running man/real Madrid/figure skating/ning zetao/Wolffy/Pikachu/pirates of the Caribbean), and launch a series of brand stories in line with the characteristics of stars /IP (video/print ads), IP fans cover from stars to variety, film to TV, animation games to sports in various fields.
Linkage between the two platforms
Sina micro public welfare: take "world milk day" as an opportunity, leverage star resources to ask "do I need a glass of milk?" in the name of public welfare. cars only.
Relying on government credibility
Together with the Chinese nutrition society, we issued the "nutritious breakfast energetic recipe", and invited experts from the Chinese nutrition society to preach in the community, so as to popularize the nutritional value of milk to consumers. On June 1, the world milk day, we held a landing activity and launched "a cup of milk in yili" with China food and drug administration, China nutrition association, China dairy industry association, China dairy industry association, China nutrition and health food association and other authoritative departments.
Big exposure based on all channels
All media release, covering TV ads/outdoor ads/information flow/screen opening/social media, comprehensively occupies consumers' attention, and constantly strengthens consumers' memory of "vitality creates beauty".
- traditional media channels: print media and TV (including TV advertisements and TV reports on public relations events).
- outdoor advertising: metro and building media.
- digital media: pre-internet patch, social media (such as weibo hot topics, brand express, brand zone, etc.), APP screen opening (such as weibo, tencent, iQIYI, etc.).
Result:
All media release, covering both online and offline, comprehensively occupies consumers' attention, and constantly strengthens consumers' memory of "vitality creates beauty".
In addition to the above channels, this campaign also USES the popular digital platform to open the screen, mainstream satellite TV advertising rotation, national key cities subway/shelter outdoor advertising space to launch the media spread widely.
