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 video platforms, news media, offline events
Budget: 18 million
Case summary
The excellent yogurt brand has strong pressure from competing products. Due to the popularity of the variety show "Youth with You 2" titled by the competitor Mengniu Zhenguo Li, and the cause of the epidemic, the variety show "Band's...