Campaign details
Brand: YiliBrand owner: Yili GroupEntrant company: Mindshare China - China (mainland)Idea creation: Mindshare ShanghaiMarket: Greater ChinaSector: Soft drinksMedia channels: Word of mouth, Influencers, KOLs, Social media, Websites & microsites, Events & experiential, Mobile & apps, Virtual & augmented reality, Packaging & design, Online display, Competitions & contests, LivestreamingBudget: 5 - 10 million
Executive summary
Yili needed to find a strategic way to connect its nutritional milk beverage for children, QQ Star Milk, with parents. Wanting to further develop its image as a partner...