Content Marketing of Yilian Muxi's "Misty Scene" series

耿梦桥、祁涵、赵婷婷

The room temperature yogurt brand Anmuxi has been the leader in the room temperature yogurt category for many years, and its market share has continued to expand, making it the number one brand in the liquid milk market in China. The brand hopes to occupy a place with a high degree of attention "Mist Theater", to integrate the product and the original drama story, improve consumers' awareness of new products, and drive sales growth.

Case details

Brand: An Muxi

Brand owner: Yili

Main agency: Mindshare/Neo

Mindshare/Ogilvy Century

Holding Group: WPP

Put on the market: Mainland China

Delivery time: August 19-October 28, 2020

Industry: Food

Media channels: social media, video platforms

Budget: 20 million

Case summary

As the hottest suspense theater this summer, the Misty Theater has attracted many brands to cooperate with the theater's repertoire. How to break through the many brands through content while occupying hot resources is a problem that the brand urgently needs to solve. On the basis of respecting...

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