Zhen Xi "Make Life Beautiful 2" IP Integrated Marketing

The Zhenxi brand under Yili is mainly deployed in the high-end milk ice market. In 2020, the brand indicators of Zhenxi will be improved in an all-round way, but there is still a big gap with the main competing products. In 2021, the brand expects to comprehensively enhance its high-end sense and influence; enhance brand awareness and relevance, thereby helping to enhance brand power in an all-round way.

Case details

Brand: ZhenxiBrand owner: YiliMain agency: Mindshare China/Ogilvy & MatherMain agency holding group: WPPMarket launch: Mainland ChinaIndustry: FMCGMedia Channels: Building Media, Celebrity/Celebrity Spokespersons, Mobile & Apps, Search Marketing, Online Display Advertising, Online Video Advertising, News Feed Advertising, Programmatic Advertising, Social Media, E-commerce Platforms, Brand/Product Placement, Content Marketing , Brand IP Marketing, Brand Crossover/Joint MarketingBudget: 40-50 million

Case Summary

Facing the common pressure of cognition and sales, Yili Zhenxi brand upgraded the integrated marketing strategy, bundled the spokesperson + online comprehensive to carry out...

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