Mengniu yoghurt borrows Guomanda people to root in the interest ecology and rejuvenates the brand

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Mengniu yogurt used to belong to the younger generation of consumers, but now as the younger generation grows up, yogurt has become an "old" brand. So Yogurt took advantage of the timing of the launch of the new product lactic acid bacteria fruit tea, and chose Guoman IP platform Kuaikan and the talented creators here to cooperate. The second dimension has become a mainstream attribute as the post-95s and post-00s have entered the society. In this case, the use of cosplay-style content and the linkage of Guomanda people quickly opened up the sales channel for lactic acid fruit tea.

This article is selected from the topic "Spotlight China Focus: Prevalence of Planting Grass Marketing, Exploring the Influence and Potential of KOL/KOC" , click to go to the topic page, the subsequent releases of this series will continue to focus on this topic, so stay tuned!

Case Details

Brand: Mengniu yogurt

Brand Owner: Mengniu Group

Main Agency: Kuaikan APP

Launched on the market: Mainland China

Launch time: August 16-October 10, 2022

Industry: FMCG

Media channel: Kuaikan APP

Budget: 2 million yuan

case summary

In recent years, Guochuang comics have...

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