In order to deeply integrate the brand, product and content perfectly together, special content strands for the brand were developed. Based on the high popularity of Supernanny, it was much easier for the target audience to learn about the brand through the show. Content strands included Yili- Scientific Mother’s Mother which helped form a powerful narrative that lived on TV and also off line.

In addition, Chinese Supernanny icon Lan Hai also did an excellent job for both the show and Yili brand promotion. Lan Hai has more than 1 million followers on social media platform, her voice is more than strong and convincing to parents.

Outside of the content itself and Supernanny Lan Hai’s media value many related online and offline events were hosted. It offered a diversified approached for the audience to participate in parenting skill discussions and know more about the Yili brand and product line

? Use strong visual storytelling to promote the show.

-Using 24-hour shooting to record the real behavior of kids, which presented a realistic portrayal of family life not seen before in China. Audiences would be attracted and follow the story easily to become loyal fans.

? Maximize the exposure of Yili through content.

-A one minute in-programme strand called “Yili- Scientific mother’s Love” that appeared in every episode.

-Brand integrated into the story of each episode, in which the product deeply related to the storyline.

-Audiences could scan barcode on the TV screen to take part in the online discussion.

? Fully use of expertise

-Post factual child educating methods on social media to satisfy the needs of specific parenting requests.

-Families interact with experts in offline events. Tickets sold out in three minutes.

-O2O service of Supernanny on Wechat, to help families with direct child care/educating service.

1. The Rating of the show breaks the record of the same timeslot on AHTV Satellite Channel, gets a stable ratings of 0.44+ among the female audiences aging from 25-34. It has the highest ratings among Chinese non-celebrity parent/kids shows.

2. The fans/followers on Supernanny official Wechat increased by 75%, and reached almost 0.4 million followers with 100% retention to date

3. After the broadcast of the third season, the number of searches for the show on website/search engines increased by 200%

4. During the sponsorship period, Supernanny brought Yili 5.1billion times of exposure, 52million clicks, 41 million views and ultimately brought more than 70,000 customers registered to be their loyal customers. The number of loyal customers has increase by 472%.

5. The general brand awareness has increased to 88%.