JLG'S A.I. BABY EXPERT

TitleJLG'S A.I. BABY EXPERT
BrandJINLINGGUAN
Product / ServiceYILI
CategoryG01. Tangible Tech
EntrantNEO MEDIA WORLD Beijing, CHINA
Idea Creation NEO MEDIA WORLD Beijing, CHINA
Media Placement NEO MEDIA WORLD Beijing, CHINA
Production NEO MEDIA WORLD Beijing, CHINA

Credits

Name Company Position
Ping Yin Yili Senior Media Manager
Yang Guo Yili Management Trainee
Qirong Li Neo Media World Digital Marketing Director
Shirley Zhang Neo Media World Digital Marketing Manager
Veggie Hong Neo Media World Digital Marketing Executive

Background

In China, the infant milk formula (IMF) category is dominated by international brands, with three international giants taking more than 70% of the market. JingLingGuan (JLG), the IMF brand under China's dairy giant Yili, has dedicated itself to breast milk and milk formula research over the last 17 years by building up its image as the ‘infant nutrition expert’. Nevertheless, its overall brand image was weak, with no strong differentiation amongst its target audience. China’s young, modern, tech-savvy generation of moms or expecting mothers (mid to late trimesters) and dads born after 1990 represent China’s first generation under the one-child policy. Growing up alone as China’s internet economy boomed, they developed extreme independence, almost always turning to technology and the internet for solutions rather than relying on others. Objective: Build JLG’s brand image as the ‘infant nutrition expert’ among young, tech-savvy Chinese parents and drive sales.

Describe the creative idea

Unleashing JLG’s role as an infant expert, we discovered a way for JLG to help new parents in China alleviate their stress and anxiety, without feeling ashamed asking for help. We partnered with Xiaomi, the leading smart speaker manufacturer in China, and created a bespoke ‘AI Knowledge Expert’ MI speaker based on a collection of over 17 years of Chinese mothers' tips, as well as infant-related research. 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?”. 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.

Describe the strategy

Being a new parent is difficult. Balancing sleep deprivation, a crying baby and thousands of errands, a new born couldn’t be more physically demanding. It’s also mentally demanding. 62.5% of young parents are worried they are not good enough for their children (Source: China Societal Network), while more than 70% of moms experience postpartum anxiety (Source: Mmyuer.com). Because parents are often on the go, juggling many things at once, we knew that we needed to tap into voice technology, to provide parents with frictionless hands-free help on demand, without having to stop their jobs at hand or feel embarrassed about asking for help. Previously, most IMF brands, including JLG, relied heavily on traditional media channels like TV, online TV and social media. To tap into China's tech-savvy generation of parents, we needed to create an innovative, technological solution with their most trusted source - the internet!

Describe the execution

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. 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.

List the results

The campaign was an instant hit among young parents. By tapping into the next generation of tech-friendly parents and their smart MI speakers, JLG provided parents with a truly innovative technological and JLG-branded solution to their parenting worries. Offering parents help via voice technology, JLG ensured that parents could get stress-free answers with a frictionless user-experience to their parenting questions and worries without feeling embarrassed or having to stop their tasks at hand - like feeding their newborns. The campaign achieved fantastic results, enhancing JLG's brand image as a tech-savvy infant nutrition expert with an overall media cost of $0. Over 60% of Xiaomi’s MI speaker users asked questions to their speakers at home, resulting in close to 55 million Q&A sessions, 210% more than expected.

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