Results and Effectiveness

In a short time, the number of brand page fans reached 420,000 – 3 times more than competitors. On average, each user participated 5 times, indicating that users enjoyed the event. 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. The power of viral promotion: Through the sharing of information in the users’ news feed, the brand was exposed 4.6 billion times 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. SALES: 147,992 products were sold, significantly increasing product sales.

Creative Execution

Throw a huge party on Renren! The Party was called “Share the Joy” the theme was floating on giant pieces of fruit. 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.

Insights, Strategy and the Idea

Goals: Yili wanna increasing the brand awareness and brand image of Yili Fruity Chunk Yogurt and so increasing pre-orders. Challenges: Product differentiation There are countless competing products on the market. Yili differentiated with fruity cartoon characters? Promoting brand information When facing consumers with predetermined opinions, how should Yili encourage consumers to accept and identify with the brand message, “iFlavor iLove” ? Insight & Strategy: Target consumers: They are young, energetic, playful and social people. Young people love parties – they are the best way to communicate with young people Where do they interact with each other and have fun? Online Social Networks are popular among this crowd. Virtual parties through online games (ex. Renren Party application) They share the joy, record memorable moments, and show the best of themselves in parties