Spikes Asia
IQIYI, Beijing / MENGNIU / 2019
Overview
Entries
Credits
Background
the milk culture of young people
With the changes in the network,"milk" in Chinese has become a verb.
What is “Milk”?
Helping teammates in the game can be called "milk", and cheering for idols in life can also be called "milk".
Idea
For brands and users:
create a full sense of “participation”
Strategy
Grasping the audience's interest explosion point and leveraging the hottest idol culture.
Execution
STEP1:“Milk ”Strength
With the strength of the players,online and offline linkage closed loop,help brands win the favor of consumers
STEP2:“Milk”Fans
Launch a blessing convening event at the social end.
Send the collected letters to the trainees, and convey the fans' minds, and bring back the trainees' true feelings and send them to the fans.
STEP3:“Milk ”Public welfare
Play the power of example,we get through the show system.For the first time,
the public interest will be included in the assessment scope of the trainees.
STEP4:“Milk ” Endorsement
By finding a spokesperson as a clue, triggering a hot meal.
Outcome
Weibo real-time Net comprehensive list TOP1
Peak popularity list TOP1
GuDuo data TOP1
QQ music popular Index list TOP1
Yi En Data TOP1
The total amount of public interest videos is up to 2600w,90w+ netizens expressed their willingness to work with the trainees to help the public welfare.
Authoritative media coverage
Achieve "internationalization" communication
Product efficiency increased 200 times from last year.
Establish a new benchmark for fast-moving industry marketing.
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