Campaign details
Brand: YiliBrand owner: YiliEntrant company: Mindshare China - China (mainland)Idea creation: Mindshare ShanghaiMarket: Greater ChinaSector: Soft drinksMedia channels: Online video, Public relations, Point-of-purchase, In-store, Word of mouth, influencers, KOLs, LivestreamingBudget: 500k - 1 million
Executive summary
China’s dairy giant, Yili, wanted to trial a new, scientific way of delivering Chinese consumers their optimal beverage from its huge array of drinks, based on a consumer’s body stats, driving brand differentiation and enhancing its brand image.
So, Yili partnered with popular technology company, Xiaomi, to...