Describe the creative idea

JingLingGuan (JLG), the infant milk formula brand under China's dairy giant Yili, has dedicated itself to breast milk and milk formula research, building up its image as the ‘infant nutrition expert’. Nevertheless, its overall brand image was weak, with no strong differentiation amongst its target audience. JLG needed to enhance its brand image as the ‘infant nutrition expert’ among young, tech-savvy Chinese parents and drive sales. With 62.5% of young parents worrying they're not doing a good enough job as parents, we unleashed JLG’s role as an infant expert, discovering a way for JLG to help new parents in China alleviate their worries. We partnered with Xiaomi, the leading smart speaker manufacturer in China, and created a bespoke ‘AI Knowledge Expert’ MI speaker to provide parents with a collection of over 17 years of Chinese mothers' tips and infant research, on demand and hands-free.

Describe the execution

JLG bottled years of maternal research into Xiaomi’s MI Speaker. We selected 1,200 mom and baby related questions and answers, from “how many times should I feed my baby?” to “what posture should my baby sleep in?”. We pre-loaded all of JLG's parenting Q&As into Xiaomi’s MI speaker, allowing parents to interact directly with the speaker using their voices, getting immediate answers without stopping whatever they had on hand or feel ashamed about asking for help. In all answers, only facts backed by science and research were presented, ensuring trust from parents. To ensure all answers were neutral and credible, JLG did not promote its products, but instead ended each answer with “Answers provided by research experts at JLG” to ensure we built the brand's reputation as an 'infant nutrition expert' via the creation of branded content. We promoted the collaboration on China’s top mom and baby reality show ‘Fantastic baby’, demonstrating how easy it was to use the speaker live on camera. The bespoke speakers were given out as gifts when parents purchased more than a month’s supply of milk powder from JLG. To tap into the large pool of existing MI speaker owners, they were also given full access to the content. The campaign was an instant hit among young parents. By tapping into the next generation of tech-friendly parents and their smart MI speakers with a truly innovative technological solution, the campaign provided parents with JLG-branded, hands-free online parenting tips, achieving fantastic results in the process with an overall media cost of $0.