Unilever China: Cornetto - express love in 8 seconds

This case study describes how China's ice cream market leader, Walls Cornetto, turned to mobile social channels to build brand appeal, preference and purchase frequency, and maintain its leadership position among 15-25 year olds.

Unilever China: Cornetto - express love in 8 seconds

Campaign details

Advertiser: Walls CornettoAgency: PHD ChinaCategory: Brand Awareness , Cross Screen Advertising , Video / Rich Media Region: APAC

Strategy

How can Walls Cornetto, China ice cream market leader maintain it's leadership position? With over 50% market penetration, 80% + total brand awareness, Walls Cornetto's 2014 goal was to build it's brand appeal, preference and purchase frequency to maintain it's leadership position.

Icecream is a highly competitive category with Cornetto battling for attention of China's post 90 generation, side by side, Yili, Meng...

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