Background

Ambrosial Greek Yogurt brand has shaped a trendy brand image, but consumers’ awareness to its brand essence is narrow and limited. There still exists a certain distance between brand and its consumers. The challenge is to expand consumers’ awareness to Ambrosial’s brand essence and in the meantime, balance its likeable image. With a package design that allows the cup to be turned upside down and made into a goblet, we developed an unprecedented city-specific city marketing, which would enrich brand culture and support the launch of its new yogurt brand.

Describe the strategy

City life has been a trending topic on social media. People share their opinions on city spirit, tag their status and chase a sense of belonging. In terms of understanding of city spirit, young people have their more current illustration and definition. The turn of city spirit becomes a break point for creative to mobilize a “Cool Either Way” city-specific campaign in various media channels.

Describe the execution

Guided by a “Cool Either Way” communication strategy, we selected 6 core cities to display the key spirit and impactful spirit in key vision. Our creative video also illustrated city spirit and lifestyle from perspectives of local young people. KV and video roll-out was combined with an in-depth integration of digital marketing platform to cover as many user groups as possible. This was also a differentiated precise-marketing approach the brand has tried to arouse resonances with consumers. We focused on Chongqing, to create highlights that can best prove the city. We also teamed up with various media channels (Sina Weibo, WeChat and iQiyi), intensively promoting product advantages to all kinds of consumer groups. In the meantime, we interacted with uses on We-Chat Moments, inviting audiences to share their participation in the events and amplifying our communication.

List the results

Digital marketing created an active interaction between brand and consumers, precisely spreading Ambrosial’s brand spirit to consumers and thoroughly demonstrating the brand’s concept. Topics on official channel achieved over 380 million views and marketing posts on social media for Chongqing achieved 93.19 million readings. With a total of over 400 million exposures and a coverage of more than 180 million fans, Ambrosial’s sales volume increased to RMB 20 billion during the campaign, consolidating its No.1 position in beverage milk and yogurt segment market. Its brand value surged thanks to our exposure in multiple channels.

Please tell us about the cultural insight that inspired the work

Young people’s dinning habits, dressing style, shopping preferences and activities proved their understanding on city spirit became more fashionable and trendy. We want to show from young people’s perspectives, city life and spirit don’t have to follow a stereotype. The package design that allowed the cup to be turned upside down matched the “Cool Either Way” city spirit. We hope to use the two sides of city spirit to display the “Cool Either Way” campaign idea.