From "tool" to "helper", Meituan's transformation from function to brand

As the leader of domestic life service apps, Meituan is one of the Internet types with the highest penetration rate, the widest coverage of users and the largest market scale. However, the previous communication model that only aimed at a single vertical category has been unable to meet its full business strategic development needs. Meituan hopes to achieve a common breakthrough in brand image enhancement and business transformation.

Case details

Brand: Meituan

Brand owner: Meituan

Main agency: Tianlian Beijing Advertising Communication Co., Ltd.

Main agency holding group: Omnicom Group

Market launch: Mainland China

Industry: Internet

Media channels: outdoor billboards, transportation network media (airplane, high-speed rail, subway, bus, taxi, etc.), building media, cable digital TV, influencers (star/celebrity spokesperson), website/micro website, mobile & Apps, Mini Programs, Online Display Advertising, Online Video Advertising, News Feed Advertising, Video/Micro Movies, Social Media, Online Communities, Events, Activities & Experiences, Cinemas, Word of Mouth Marketing, In-Store-Point of Purchase

Budget: 50 million or more

Case Summary


Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands