Yili QQ Star x National Museum National Treasure "Live" and Start Wisdom Growth

李瑞

QQ Star is a subdivision brand of liquid milk launched by Yili Group for Chinese children. It focuses on the all-round and healthy growth of children. It has relied on the national variety show "Where is Dad?" With poor performance in marketing communications, QQ Star hopes to continue to enhance its brand influence and boost sales growth.

Case details

Brand: QQ Star

Brand owner: Yili

Main Agency: Mindset China

Put on the market: Mainland China

Delivery time: August 13th-September 30th, 2019

Industry: Dairy Products

Media channels: short video platforms, social media, e-commerce platforms

Budget: 26.5 million

Case summary

As a professional dairy product brand focusing on the growth of children, QQ Star has been committed to helping children grow up healthily in all aspects of body and learning.

Once relied on the phenomenon-level national variety show "Where Are You Going Dad" to create brilliant performance, but with...

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