We soon found a unique insight.

With the increasing awareness of health and wellness, working out is getting more and more popular among the general population. On social media, you see people posting workout pictures of them sweating at the gym all the time.

In reality, a lot of people find working out intimidating. What if you can’t run 10 kilometers or plank for 20 minutes? What if you don’t have the luxury of time or money to go to the gym and hire a personal trainer? (Source: Foucs groups)

Does that mean you should never even start trying? A healthy lifestyle should be for everyone, it’s never too late to start now. And whatever your way is, it’s worth recognizing.

We created the #littlebigachievement campaign to give everyone a chance to feel good about themselves and share their achievement, even it’s only a small one.

We created 8 videos featuring actions like jumping jacks while waiting in line, all of which are free and leverage everyday moments, and cheeky, funny and easy to be recreated.

As we released the videos on China’s biggest social platforms WeChat (650 million users) and Weibo (Twitter equivalent), we recruited over 160 celebrities and KOLs to recreate the videos. We made sure we included professional athletes like Olympian Ning Zetao, as well as less athletic celebrities like comedian Da Zhangwei.

This was again not about being perfect.

Once they started posting videos and pictures of them squatting in backstage, people saw how easy and funny it was to recreate. User generated versions soon took over social media.

#littlebigachievement resonated with so many that people that this soon evolved to more than funny videos. People soon started to use the hashtag to empower themselves in all aspects of life.

After the campaign launched, buzz volume for the word “Little Big Achievement” went from 0 to 20,000 every day. Similarly, on search volume. The word went so viral other brands even started to use it in their ads.

Yili created a buzzword out of nothing.

People shared all kinds of #littlebigachievement: new moms going back to fitness routine for the first time after a dramatic body change, people trying out a sport they’ve tried before or a healthy diet they stick to.

1.13 million original posts are created with #littlebigachievement. Our photo stickers attracted 1.2 million users to share them.

In total, the topic #littlebigachievement attracted 21.8 billion views and 565 million clicks on social.

Yili’s positive brand association increased 85% during the campaign period. One fan even named her cat “Little big achievement”