QQ Star: QQ Star x Discovery’s Kenyan Safari

Children's beverage, QQ Star Milk, partnered Discovery Channel to create an immersive AR learning experience that brought nature to life for children in China.

Campaign details

Brand: QQ StarBrand owner: YiliAgency: Mindshare ChinaMarket: China (Mainland)Sector: Milk & dairy drinksMedia channels: Competitions & contests, Livestreaming, Mobile & apps, Online display, Packaging & design, Coail media, Sponsorship - media, Virtual & augmented reality, Word of mouth, influencersBudget: 3 - 5 million

Executive summary

During the pandemic, nutritional milk beverage QQ Star Milk's sales declined. QQ Star needed to maintain its position as the leading healthy growth beverage for children, while increasing brand awareness and driving sales.

One of the pandemic's effects was...

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