Campaign details
Brand: YiliBrand owner: Yili GroupAgency: Mindshare ChinaMarket: China (Mainland)Sector:Media channels: Public relations, Word of mouth, influencersBudget: 500k - 1 million
Executive summary
In China, the pandemic saw nearly three-quarters of adults eating healthier, with unprecedented research into finding the right healthy products for their individual needs. Within China's fiercely competitive dairy industry, there were numerous milk products on the market, each catering to different consumer and nutritional needs. As a result, more so than any other time, consumers were left confused as to which product...