|Title||MENGNIU NEST COMPASS|
|Product / Service||MILK|
|Category||A05. Networked / Connected Devices|
|Entrant||HYLINK DIGITAL SOLUTIONS Beijing, CHINA|
|Idea Creation||HYLINK DIGITAL SOLUTIONS Beijing, CHINA|
|Production||HYLINK DIGITAL SOLUTIONS Beijing, CHINA|
|qiu bohan||Hylink Digital Solutions Co., Ltd.||ECD|
We developeda virtual compass named "Nest Compass". Neither pointing north nor south, it always pointed home.
Early before the New Year transport season, Nest Compass was officially launched accompanied by Baidu Map APP. By entering home address, and turning your body around, the Compass could display the direction of home and the distance away from home. To reach more target audience, H5 Page, WeChat Mini Program and entity version Compass were launched one after another. With a "Bring Love back Home First" program,consumers can spend the distance in Nest Compass as the purchase discount. Mengniu supply chain across the country ensured the most rapid goods delivery, carrying with desirous gift for parents. After Chinese New Year, Nest Compass reminded people that "Don’t just let love stay at Spring Festival". People could exchange the distance away home into long term free coupons. Allying with "Regular Monthly Subscription" event, Mengniu successfully solved the sales turndown in the following two months.
This campaign generated up to 180 million exposures, contributing to over 5 million direct purchase clicks. Total sales increase exceeded 18%, which successfully reshaped pure milk‘s role during the festival, and boosted off-season sales. In addition, parents started to use coupons to order milk for their children far away.
Mengniu Pure Milk found its role in the scene of family gathering at Chinese New Year, which transformed consumer’s emotional reliance inon family into emotional appeal to pure milk.