Why is this work relevant for Entertainment?

2019 MengNiu ZhenGuoli teamed up with IQIYI to launch the youth inspirational variety "QING CHUN YOU NI".We believe that instead of forcibly implanting it,it is better to operate the “milk” economy and stand with consumers.

Background

the milk culture of young people With the changes in the network,"milk" in Chinese has become a verb. What is “Milk”? Helping teammates in the game can be called "milk", and cheering for idols in life can also be called "milk".

Describe the creative idea

For brands and users: create a full sense of “participation”

Describe the strategy

Grasping the audience's interest explosion point and leveraging the hottest idol culture.

Describe the execution

STEP1:“Milk ”Strength With the strength of the players,online and offline linkage closed loop,help brands win the favor of consumers STEP2:“Milk”Fans Launch a blessing convening event at the social end. Send the collected letters to the trainees, and convey the fans' minds, and bring back the trainees' true feelings and send them to the fans. STEP3:“Milk ”Public welfare Play the power of example,we get through the show system.For the first time, the public interest will be included in the assessment scope of the trainees. STEP4:“Milk ” Endorsement By finding a spokesperson as a clue, triggering a hot meal.

Describe the outcome

Weibo real-time Net comprehensive list TOP1 Peak popularity list TOP1 GuDuo data TOP1 QQ music popular Index list TOP1 Yi En Data TOP1 The total amount of public interest videos is up to 2600w,90w+ netizens expressed their willingness to work with the trainees to help the public welfare. Authoritative media coverage Achieve "internationalization" communication Product efficiency increased 200 times from last year. Establish a new benchmark for fast-moving industry marketing.