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....