Yilian Muxi x Qiu Jirong Peking Opera Content Marketing

耿梦桥、祁涵、邓科

Case details

Brand: An Muxi

Brand owner: Yili

Main Agency: Mindshare/Neo (Mindshare/Ogilvy Century)

Holding Group: WPP

Put on the market: Mainland China

Delivery time: September 14th-September 27th, 2020

Industry: Food

Media channels: social media, video platforms, short video platforms, outdoor advertising

Budget: 10.6 million

Case summary

Since the launch of Anmushi, the content communication emphasizes the product positioning of "Greek yogurt", and the brand image is shaped in the western style of "Greek yogurt". In the past two years, with the changes in the social environment and the international environment,...

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