Yili Grain Multinational Comic Marketing Project

耿梦桥、王海旭

Yili's neutral grain milk brand featuring grains has many grains and focuses on the core selling points of "nutrition" and "anti-hungry". However, the overall neutral grain milk brand market continues to shrink, and grains are also facing severe challenges. The brand hopes to use hot resources to expand the brand's voice and help product sales growth.

Case details

Brand: more grains

Brand owner: Yili

Main Agency: Mindshare/Neo (Mindshare/Ogilvy Century)

Secondary agency: Douyin, Bilibili, Sina Weibo, WeChat

Holding Group: WPP

Put on the market: Mainland China

Delivery time: May 15th-July 7th, 2020

Industry: Dairy Products

Media channels: social media, video platforms, short video platforms

Budget: 21.1 million

Case summary

Due to the severe contraction of the overall neutral grain milk market, fierce market competition, and the impact of the epidemic, the business pressure on grains is severe. There is an urgent need to continuously improve brand...

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