Consumer attribute refers to the relationship between brand and the targeted consumers, indicating brand’s value or profit for the consumers.
Creativity refers to the description of the creative points base on the communications strategy.
Yili Daguoli Fruity Chunk Yogurt Share the joy!
<ul><li>Increasing the brand awareness and brand image of Yili Fruity Chunk Yogurt </li></ul><ul><li>Increasing pre-orders </li></ul><ul><li>Campaign Brief-promotion goals </li></ul>
<ul><li>Campaign Brief-promotion challenges </li></ul><ul><li>Product differentiation </li></ul><ul><ul><li>There are countless competing products on the market. Yili differentiated with fruity cartoon characters? </li></ul></ul><ul><li>Promoting brand information </li></ul><ul><li>When facing consumers with predetermined opinions, how should Yili encourage consumers to accept and identify with the brand message, “ iFlavor iLove ” ？ </li></ul>
<ul><li>Target consumers: </li></ul><ul><ul><li>They are young, energetic, playful and social people. </li></ul></ul><ul><ul><li>Young people love parties – they are the best way to communicate with young people </li></ul></ul><ul><li>Where do they interact with each other and have fun? </li></ul><ul><li>Online Social Networks are popular among this crowd. </li></ul><ul><li>Virtual parties through online games (ex. Renren Party application) </li></ul><ul><li>They share the joy, record memorable moments, and show the best of themselves in parties </li></ul>Insight & Strategy
<ul><li>Throw a huge party on Renren ! </li></ul><ul><ul><li>The Party was called “Share the Joy” the theme was floating on giant pieces of fruit. </li></ul></ul>Creative Strategy 计划的创意性
<ul><li>Throwing a “Share the joy” party </li></ul><ul><li>Yili Fruity Chunk Yogurt collaborated with China’s largest SNS website, Renren, to make the “Share your joy” party filled with “flavor”, “uniqueness”, and “joy” and to spread the “iFlavor iLove” brand message. </li></ul>Creative Strategy 计划的执行性
<ul><li>Pre-phase: promot ing the Music Video “ Shall Love ” through the internet . </li></ul>Creative Strategy- 计划的执行性 Starring cartoon character “Fruity Doll,” Stories were posted on huge chinese BBS Mop.com giving background, personality, and ambitions of “Fruity Doll.” Renren also circulated this viral video, which attracted millions of views.
<ul><li>Critical Phase: "Fruit y Doll" becomes the star of a prank fight on Renren </li></ul>Creative Strategy - On April Fool’s day, the prank fight officially began and “Fruity Doll” was the center of the action, surprising Renren users.
<ul><li>Climax: The “Share your joy” fruit party went live simultaneously with the prank competition. The party the entire renren community! </li></ul>Creative Strategy- 计划的执行性 1. Users could join the party as a variety of cartoon characters. They could take pictures with friends, exchange coupon codes for gifts… Throughout the entire party, users could share this experience in the news feed and directly invite friends to participate, resulting in the continuous promotion of the Yili brand.
Creative Strategy- 计划的执行性 2. We opened a new stage at one of the Renren Online games, “Renren Party”, and played the brand music “iFlavor iLove” as background music. In addition, we opened new missions to increase user interaction, attract user participation, and encourage users to share this information on their news feeds.
Creative Strategy- 计划的执行性 3. We made the song, “iFlavor iLove”, a hit on Renren Music, and brought the fruit characters right into the music player, making them more likable.
<ul><li>Continued Conversation : We used Yili’s Brand page to continue interacting with users and increase the number of Yili fans, all while improving Yili’s brand image! </li></ul>Creative Strategy- 计划的执行性
<ul><li>Yili Fruity Chunk Yogurt’s cartoon figures and brand information were publicized many times (often by users themselves). In a short time, the number of brand page fans reached 420,000 – 3 times more than competitors . </li></ul><ul><li>High user attraction: On average, each user participated 5 times, indicating that users enjoyed the event. </li></ul><ul><li>Brand appeal: In total, 16,060,000 people participated; Yili's public page attracted 423,687 fans, who continue to interact with Yili on a long-term basis. </li></ul><ul><li>The power of viral promotion: Through the sharing of information in the users’ news feed, the brand was exposed 4.6 billion times </li></ul><ul><li>Improving the brand image and increasing product sales: When the users purchased Yili Daguoli Yogurt, they could use the package codes to join the event. </li></ul><ul><li>SALES: 147,992 products were sold, significantly increasing product sales . </li></ul>Result-