Campaign details
Brand: YiliBrand owner: Yili GroupEntrant company: Mindshare China, ShanghaiMarket: ChinaSector: Milk & dairy drinksMedia channels: Competitions & contests, Online video, Packaging & design, Social media, Virtual & augmented reality, Word of mouth, influencersBudget: 3 - 5 million
Executive summary
Growing up in China, children have long face immense pressure to compete academically, vying for the top few coveted university spots.
However, modern parents are increasingly concerned about their child's mental well-being as well as their education. They want to raise well-rounded children, who are proud...