The Brief

Yili, the Inner-Mongolia-based leading dairy products manufacturer in China, has launched a new set of Milk beverage product named after the added grain in the milk as GULI, which sounds like ENCOURAGEMENT in Chinese. we imply this homonyms as a new concept for this campaign and increase sales.

Describe how the promotion developed from concept to implementation

We launched a website where browsers can record video or audio clips via their webcam and generate a QR code and a auth code automatically afterwards. We also reserved code zoon for them to draw their specific QR and auth codes onto the Tetra pak box of GULI, They can draw the codes and give it as gift to the one they want to encourage. By spreading the information that GULI is a good way for encouragement, and let our potential customers to bear in mind that when you want to GULI(encourage) someone, you can give her/him a GULI.

Describe the success of the promotion with both client and consumer including some quantifiable results

Activities in a month period, -300,000 people recording encourage video, sending a large amount of milk with encouraging information. -Grain sales raise 10%

Explain why the method of promotion was most relevant to the product or service

with the homonym of Guli and the pronunciation of “encourage” in Chinese, we turned the product package into a medium for expressing encouragement, and boosted sales consequently.