Spikes Asia

Milk You Depend on Strength——MengNiu ZhenGuoLi&QING CHUN YOU NI IP integrated Marketing

IQIYI, Beijing / MENGNIU / 2019

Presentation Image
Case Film

Overview

Entries

Credits

Overview

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.

Similar Campaigns

12 items

One Football, One Yao Qiang

HYLINK DIGITAL SOLUTIONS, Beijing

One Football, One Yao Qiang

2023, MENGNIU

(opens in a new tab)