Mengniu introduced the market with a high end product, Meadow Pure, and was craving to expand the market rapidly. However, since 2008, a sequence of milk contamination sandals has thrown serious hit to consumers’ trust on domestic dairy products. Making shoppers feel more healthy and safe, imported brands occupied a bigger market share in terms of high end products. Our task is to make Meadow Pure’s high quality recognizable among customers, mend the gap of trust and effectively turns it into sales volume. We established China’s first real-time video feed tracking platform in dairy industry. Customers can watch real-time production online and make real-time purchase with just a click on the platform.

Via Baidu Cloud, we uploaded real-time footage of cattle feeding, milk collecting/packaging and transportation from Mengniu’s pasture and plant onto the cloud. By scanning the QR Code on Meadow Pure carton, customers can be seamlessly connected to the cloud, and view the milk from thousand miles away at close. Anytime, anywhere, we allow customers to truly feel the quality of Meadow Pure and purchase the product with their mobile devices.

1. In 60 days, 1.56 million views of cloud cam footage, average watching time of 75 seconds

2. 83% viewers showed strengthened trust in the brand and 93% expressed stronger purchase intention

3. In 3 days, 100, 000 boxes of milk are purchased online directly through Pasture In The Cloud campaign

4. After the campaign,YoY sales climbed up 3 times, becoming Mengniu’s fastest growing sales product