As mentioned in a Chinese philosophical book, "I Ching: Book of Changes", the belief of ceaselessly striving for the excellence has been rooted in the mind of Chinese people since 3,000 years ago. Now we interpret this belief as “aspiring for a bright future” and we call it “Yao Qiang”. Mengniu has always adhered to the belief and taken it as the brand value, since the establishment of the brand. Mengniu has always benefited the whole world and those who pursue the excellence, with its nutritious products. However, some people are fed up with the hardworking and would like to give up striving, because of the increasing pressure of the era. With sponsoring the FIFA World Cup, Mengniu expects to pass on the “Yao Qiang”, reinvigorate the public, and encourage the customers to face challenges with courage.

Our work is based on real-life characters and their stories, such as the moments of captains and leaders inspiring others, the experiences of Messi and Mbappé striving for their dreams, and the stories of common people ceaselessly pursuing a better life.

We highlight these sparkling stories and make them worth spreading, in order to disseminate the belief efficiently and widely, with the help of the World Cup. And the belief of "Yao Qiang” would bring light and strength to the players and fans who have always on the way to the excellence.

The number of Chinese fans to World Cup this year decreased by 90%, because of some restrictions of COVID-19，the better choice of new media and the mainstream of “online World Cup”. Moreover, the constant absence of Chinese team has made the Chinese football fans having their own preferred football teams and players, so we could not attract them with monotonous activities.

Therefore, we have carried out a series of multimedia and multi-themed marketing activities for the key stages, to help the Chinese football fans enjoy every amazing moment of World Cup and feel more connected to it. In addition, we have also planned some activities on the themes of football and its culture, to impart the value of “Yao Qiang”, to relieve the regrets for Chinese football and make the connection between the brand and the heart of the Chinese football fans.

During the World Cup, the entire campaign reached 829 million people and gained 5.6 billion exposures. The e-commerce sales and share of its UHT (Ultra-High Temperature) milk products rose to Top 1, and online membership increased over 4 million. The social media campaign created 43 trending topics and near 22 million people participated. Followers commented: #Mengniu is the biggest winner, #Mengniu, you are truly impressive, #I only trust Mengniu as a prophet. The Kantar Marketplace released the 2022 World Cup brand marketing performance rank based on consumer’s feedback, and Mengniu ranked first.