Yilian Muxichun urges Shen Teng and Jia Ling for content marketing

耿梦桥、祁涵、赵婷婷

An Muxi, the No. 1 brand of room temperature yogurt in China, will enter a new stage of brand communication in 2020. It hopes to build on high-quality content while disseminating the benefits of its products, so as to enhance consumers' brand awareness and love.

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: January 13-January 25, 2020

Industry: Dairy Products

Media channels: social media, video platforms, news media, e-commerce platforms, offline channels

Budget: 20 million

Case summary

During the Spring Festival, the FMCG industry marketing focused on emotional marketing, the brand communication environment is noisy, and the brand content is difficult to break the circle. An Muxi hopes to use "anti-routine" to show the pain points of young people...

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