Jinlingguan: AI Baby Expert

Infant formula milk brand Jinlingguan partnered with smart speaker manufacturer Xiaomi to create the AI Baby Expert and appeal to new parents in China.

Campaign details

Brand: Jinlingguan Brand owner: Yili Agency: Mindshare Country: China Industries: Baby food Media channels: Merchandise & free gifts, Voice, chatbots Budget: No budget

Executive summary

Jinlingguan (JLG), the infant milk formula brand owned by China's dairy giant Yili, has dedicated itself to building an image as the 'infant nutrition expert'. Nevertheless, its overall brand image was weak, with no strong differentiation. JLG needed