Yili Guliduo: CNY Rural Revitalization Marketing

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 New Year right around the corner, Guliduo sought to increase its sales in China’s lower-tier markets, with particular emphasis on rural areas, which, typically, accounted for more than half of the brand’s sales.

To do this, Guliduo needed to drive brand awareness and affinity amongst rural consumers....

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