2023 Yili Brand Spring Promotion Integrated Marketing

刘星辰

Yili, China's largest dairy company, hopes to break away from the traditional Spring Festival marketing methods, focus on consumer behavior paths, intercept all scenes of the Spring Festival on the media side, and enhance brand interaction and favorability.

Case details

Brand: Yili

Brand owner: Yili Group

Main agency: Mindshare China

Major agency holding group: WPP

Launched in: Mainland China

Industry: FMCG

Media channels:

Budget: Over 50 million

Case Summary

The 2023 Spring Festival is the first Spring Festival that people can reunite after the epidemic is relaxed. China's largest dairy company Yili breaks away from the traditional Spring Festival marketing methods and combines the "Zodiac Rabbit" familiar to the people to launch the Spring Festival IP "All Things Go Well, Good Luck" for the first time. At the same time,...

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