Yili Guliduo: CNY Rural Revitalization Marketing

Haixu Wang, Hongmei Guo

Milk brand Guliduo increased sales in lower-tier markets in China through a partnership with streaming service Kuaishou that created a platform for rural growers to sell their produce.

Campaign details

Brand: Guliduo Brand owner: Yili Entrant company: MindshareIdea creation: Mindshare Shanghai Market: Greater China Sector: Milk & dairy drinks Media channels: Packaging & design, Online videoBudget: 1 - 3 million

Executive summary

With Chinese...

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