The subversive node marketing project of Yili Golden Classic X Chen Kaige's "Shuzhen" micro-film

耿梦桥、张颖茜、洪舒雅

As one of the two big giants in the high-end milk market, Jindian hopes to co-create high-quality content through cooperation with the masters, as one of the two giants in the high-end milk market. Strengthen the concept of brand organic life.

Case details

Brand: Golden

Brand owner: Yili

Main agency: Mindshare/Neo

Mindshare/Ogilvy Century

Holding Group: WPP

Put on the market: Mainland China

Delivery time: September 27, 2020-October 15, 2020

Industry: Dairy Products

Media channels: social media, video platforms, short video platforms, news media, outdoor advertising, OTT

Budget: 34.24 million

Case summary

Origin:Jindian hopes to create a new mode of co-innovation with top directors through the cooperation of the tribute master series, interpret the "organic life" from the perspective of masters, elevate the brand image, and enhance the brand content...

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