Yili cleverly uses the momentum of "Renren" to deeply cultivate and cultivate a marketing card

Today's white-collar workers are more or less facing the double pressure of work and life, so they pay special attention to health and nutrition, and are happy to pay for it & ldquo; high price & rdquo;, Yili lock this part of the population as the key communication object. The popular element that is popular among white-collar workers these days is SNS. After deeply studying the value and behavior characteristics of SNS users, Yili chose to cooperate with ldquo; Renren & rdquo;, the largest SNS social networking site in China, to plant the product concept into the popular & ldquo; Restaurant & rdquo;, to associate the product function with the game link, so as to urge users to fully experience the benefits brought by ldquo; nutritious comfort milk & rdquo; in the process of participating in the game. Shuhua nutrition is easy to absorb & the core demand of rdquo; has been further recognized and recognized with the participation of a large number of users.

& ldquo; Renren Restaurant & rdquo; is another popular social game with high participation and high interaction among white-collar workers after & ldquo; Happy Farm & rdquo;, & ldquo; Sunshine Ranch & rdquo;. It now has nearly 7 million registered users and more than 1 million daily active users. Among them, game users must replenish their physical strength every day & ldquo; & rdquo;, in order to ensure that the game continues efficiently. Yili set & ldquo; nutritious soothing milk & rdquo; as a necessary link of & ldquo; replenishing physical strength & rdquo;. Users can instantly recover their physical strength after using it. This paper describes the actual characteristics of & ldquo; soothing nutrition and good absorption & rdquo; in an intuitive and effective way. This ingenious implantation has prompted users to really understand the real value that ldquo; Shuhua Milk & rdquo; brings to them. Within a month, Yili & ldquo; nutritious soothing milk & rdquo; has been used more than 170 million times as a prop to replenish physical strength.

in addition, Yili also makes the most of the other implantable applications of this APP game. In the same month, users based on & ldquo; nutritious soothing milk & rdquo; have accumulated more than 160 million times, and more than 2 million people have used Shuhua milk to make new dishes, and the non-interference billboards on the streets between friends' restaurants have exposed more than 40 million participating users, all of which reflect Yili's ingenious marketing wisdom.

taking advantage of the popularity of SNS and the accurate target user matching of & ldquo; Renren & rdquo;, Yili has made a forward-looking exploration and in-depth mining attempt in SNS marketing and implantable marketing, and successfully formed a positive product experience and word-of-mouth communication. & ldquo; nutritious soothing milk & rdquo The transmission of core information and further sales played a positive role, reflecting that Yili quickly followed the pace of consumer media transfer, achieving a new example of local fast-selling brands in the application of the latest SNS social media.