Qingyang x Su Yiming's "Fearless 1980" digital collection breaks the homogeneous marketing of sports stars

Qingyang is one of the first brands that skier Su Yiming cooperated with.

Case details

Brand: Clear

Brand owner: Unilever

Main agencies: Mindshare China, GroupM

Major agency holding group: WPP

Contributing agencies: Group-Circle, SMT, Taopai

Launched in: Mainland China

Industry: FMCG

Media channels:

Budget: 1-2 million

Case Summary

Qingyang is one of the first brands that skier Su Yiming cooperated with, witnessing his highlight moment of becoming a national hero, and perfectly demonstrating Qingyang's brand spirit of "fearless forward". Qingyang hopes to use its influence after the Winter Olympics to use sports marketing to convey the brand spirit to the public during the "Douyin...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands