Yili: QQ Star Milk X Discovery's Kenyan Safari

Sara Wang, Nicholas Short

QQ Star Milk, a nutritional milk beverage, launched a campaign in China to maintain its position as the leading healthy growth beverage for children, increase brand awareness and drive sales.

Campaign details

Brand: YiliBrand owner: Yili GroupEntrant company: Mindshare China - China (mainland)Idea creation: Mindshare ShanghaiMarket: Greater ChinaSector: Soft drinksMedia channels: Word of mouth, Influencers, KOLs, Social media, Websites & microsites, Events & experiential, Mobile & apps, Virtual & augmented reality, Packaging & design, Online display, Competitions & contests, LivestreamingBudget: 5 - 10 million

Executive summary

Yili needed to find a strategic way to connect its nutritional milk beverage for children, QQ Star Milk, with parents. Wanting to further develop its image as a partner...

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