Yili Golden Classic's "Sister Riding the Wind and Waves" subversively create a marketing project

耿梦桥、张颖茜、赵清子

As one of the two giants in China's high-end milk market, Yili Jindian has a market share of more than 50%. It is positioned as an advocate of organic living. It hopes to cooperate with the explosive program "Sister Riding the Wind and Waves" to increase brand exposure and sales., Strengthen brand recognition, and convey the brand concept of enjoying 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: June 12, 2020-September 4, 2020

Industry: Dairy Products

Media channels: social media, video platforms, short video platforms, news media, variety shows, internal marketing

Budget: 48 million

Case summary

Origin:Combining the background of the rise of female power in China, Mango TV launched a subversive talent show "Sister Riding the Wind and Waves", changing the previous model of undebuted trainees and inviting 30 female celebrities over...

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