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

侯岩松，杨新月

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

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