Yili QQ Stars Harmonious Symbiosis Project between People and Nature

李虹卓、潘婷、孙志楠

QQ Star, a children's milk brand, hopes to convey the brand's philosophy and responsibility to help children grow, and to upgrade consumer trust, consolidate the connection between the brand and consumers, and drive brand sales growth.

Case details

Brand: QQ Star

Brand owner: Yili

Main Agency: Mindshare/Neo (Mindshare/Neo)

Put on the market: Mainland China

Delivery time: May 22 to June 30, 2020

Industry: Dairy Beverages

Media channels: social media, video platforms, short video platforms, news media, live broadcasts, H5

Budget: 37 million

Case summary

Affected by the COVID-19 pandemic, Chinese people have had profound thinking about the "how people and nature get along", and the protection of medical staff and wildlife has become a focus of attention. As a children's brand, QQ Star chooses content that is...

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