Integrated Marketing of Yili Yogurt x Strawberry Music Festival

李一言、王琪、张璐

China's first adult sour milk brand, Youyu yogurt, hopes to quickly change its media strategy in the event of a sudden market gap, make up for market voices, grab market share, and increase sales.

Case details

Brand: Excellent Yogurt

Brand owner: Yili

Main agency: Mindshare/Neo

Secondary agency: Bytedance, Modern Sky

Holding Group: WPP

Put on the market: Mainland China

Launch time: June 14-June 30, 2020

Industry: Dairy Beverages

Media channels:social media, short...

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