Yogurt "New Year's Eve" New Year's Eve Marketing in 2021

As a pioneer in China's milk drink market, Yiliyou yogurt is facing increasingly fierce competition in the milk drink market environment in the post-epidemic era. How can the industry's slow downturn break the situation and turn the crisis into an opportunity, and upgrade the brand IP to be warmer and better. More interaction, deeper empathy, and then driving sales increase during the Spring Festival are the challenges it faces.

Case details

Brand: YogurtBrand owner: YiliMain agency: Mindshare China/Ogilvy & MatherMain agency holding group: WPPMarket launch: Mainland ChinaIndustry: DairyMedia channels: transportation network media (airplane, high-speed rail, subway, bus, taxi and other transportation lines), celebrity/celebrity spokesperson, mobile & application APP, applet, online video advertisement, video/micro-movie, social media, e-commerce platformBudget: 25-30 million

Case Summary

"New Year's Eve" is the brand new year symbol that Yogurt has been building for many years. At the beginning of 2021, through a series of online and offline integrated communication, everyone's...

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