Brand incorporates entertainment elements Yili Yogurt Fun Entertainment Marketing

& the ldquo; beverage market actually has no theme, there is only one protagonist, and that is the consumer. The grasp of consumer demand is always the key to the success of the brand. & rdquo;

as the pioneer of dairy beverage category, Yili yoghurt has always played the role of industry innovator and leader, and is in a strategic position in marketing. In the first half of 2009, Yili yoghurt with its usual entertainment marketing techniques, tailored for fashionable, young consumers & ldquo; I am the superstar & rdquo; activities, once again blowing a strong marketing storm. Let its brand claim-ldquo; I want to change, I want the taste & rdquo;, from rational appeal to emotional care, a two-pronged approach, deeply moved the young people. This time Yili yoghurt breaks the conventional practice of naming TV entertainment programs, in-depth cooperation with Zhejiang Satellite TV, cross-media design, while making good use of spokesman Jay Chou, creating a dual value of viewing and entertainment. In the young consumer groups to consolidate its-ldquo; healthy youth drink-rdquo; image.

as a young consumer market-ldquo; Youth & rdquo;, & ldquo; Fashion & rdquo; drink, Yili yoghurt has always been familiar with entertainment marketing. Whether it is Liu Yifei and Yi Jianlian's youthful yogurt advertisement in the past, or the ldquo; yogurt violin girl & rdquo;, who once became an online celebrity because of participating in the yogurt advertisement, and the ldquo; Yili yoghurt College Student Music Festival & rdquo;, which triggered a wave of original music in colleges and universities across the country, has long become the entertainment memory of young people.

entering 2009, with the dual upgrading of product and brand connotation, Yili yoghurt has created a new entertainment experience for people & mdash;— I am a superstar.

data show that China's dairy beverage market will maintain a high development rate of more than 18% every year. As the industry insiders said: & ldquo; beverage market actually has no theme, there is only one protagonist, that is, consumers. The grasp of consumer demand is always the key to the success of the brand. & rdquo; as the pioneer of dairy beverage category, Yili yoghurt in the first half of 2009, with its usual entertainment marketing techniques, tailored to its target audience & ldquo; I am the superstar & rdquo; event, once again blowing a strong marketing storm. In the young consumer groups to consolidate its-ldquo; healthy youth drink-rdquo; image.

strong > feel the pulse of young consumers / strong >

& ldquo; change & rdquo; is a hot word of the year. With a sentence & ldquo; I want my taste & rdquo; 's brand slogan, Yili yoghurt, which is popular in the young consumer market, has a new consideration in marketing this year. The company signed Jay Chou, the head of the youth group, and the brand slogan became & ldquo; the change I want, the taste I want & rdquo;.

this kind of change, on the surface, is the dual upgrade of the connotation of the product and the brand, in fact, it is the corresponding promotion around the continuous change of the target audience.

at the product level, Yili yoghurt launched upgraded products this year to improve the pertinence of the products. According to the physical characteristics of the target population, the new product not only selects natural pure milk, but also adds a scientific proportion-ldquo; + active probiotics-rdquo;, can help the human body to produce more probiotics that adapt to their own bodies.

in terms of image positioning, Yili yoghurt continues to improve its product image to meet the changing psychological needs of consumers. The consumers of this product are mainly concentrated in the young people of & ldquo; post-80s & rdquo;, & ldquo; post-90s & rdquo;. In the latest survey, this group is under more and more social pressure. & ldquo; actively change itself & rdquo; has become the common aspiration of young people. In order to be more suitable for these young people-ldquo; youthful psychological characteristics-rdquo;, Yili yoghurt at the same time expand the brand connotation, more active youthful motivational spirit, in order to seek consumer recognition of the brand.

strong > & ldquo; I am the superstar & rdquo; / strong >

strong > should & ldquo; I want my taste of youth & born with rdquo; / strong >

based on the dual changes of products and consumers' emotional needs, as the annual theme event carrying the marketing goal of Yili yoghurt & ldquo; I am the superstar & rdquo; came into being.

it is understood that & ldquo; I am a superstar & rdquo; activities have been in a chaotic war from the very beginning. How to take advantage of the TV entertainment platform to really deliver brand ideas to young people is a problem that must be solved before Yili Youyoghurt enters the TV platform this year.

is tailored to the target audience of Yili yoghurt, regardless of program flow, packaging, slogans or participants. For example, using & ldquo; online registration & mdash;— upload works & mdash;— review promotion & mdash;— TV Song & mdash;— ultimate PK—— dancing with Jay & lsquo; & rsquo; becomes the star of the future & rdquo;, is completely customized according to the entertainment and consumption habits of young people. In other words, under the cloak of this layer of entertainment, as the annual theme event of Yili yoghurt, & ldquo; I am the superstar & rdquo; always revolves around the new brand proposition of yoghurt. & ldquo; bravely try the change he wants, and that's what it's like to experience youth & rdquo; has become the highest activity program throughout. In addition, the cooperative TV platform & mdash;— Zhejiang TV & ldquo; I am the big judge & rdquo;, and the spokesperson Zhou, as the most interesting entertainment marketing elements, have also achieved a perfect combination in.

it was proved afterwards that Yili yoghurt had a good effect of emotional communication with consumers at the brand level in the name of entertainment. During this activity, the promotion and promotion of the sales terminal has directly increased the sales of excellent yoghurt products. According to statistics, one month after the start of the campaign, the overall sales of yoghurt increased by 17% compared with the same period.

strong > TV entertainment marketing counterattack / strong >

in recent years, it has become the norm for enterprises to sponsor TV entertainment programs. Hundreds of millions of yuan are often thrown into TV entertainment programs, and there is no mercy. For example, step by step, which is said to have won the fast female naming right at a sky-high price of hundreds of millions of dollars this year, is definitely the representative of the enterprise who will carry out the naming to the end. In the midst of chaos, how to take advantage of the TV entertainment platform to really deliver brand ideas to young people is a problem that must be solved before Yili yoghurt enters the TV platform this year.

Yili reached a strategic cooperation agreement with Zhejiang Satellite TV's "I am the Big Judge" program, focusing on the youthful and lively program style of Zhejiang Satellite TV's ace variety show "I am the Big Judge". The precise coincidence of the target audience has created a sufficient foundation for success from the very beginning for the Yili yoghurt themed event & ldquo; I am a superstar & rdquo;.

Different from Bubugao's choice of finished entertainment programs named Hunan Satellite TV, Yili Youyoghurt has adopted the approach of strategic cooperation with Zhejiang Satellite TV this year to participate more deeply in entertainment programs.

to put it vividly, in the past, TV stations produced the finished products of an entertainment program, and enterprises were only responsible for affixing brand labels. This will directly lead to the entertainment marketing-ldquo; two skins-rdquo; phenomenon. The feeling that entertainment programs convey to people is far from the marketing message that enterprises hope to make consumers accept through naming. If we want to change this fact, then enterprises should intervene in the production of entertainment programs from the very beginning, and quietly insert brand information into the entertainment programs co-produced by content links, television stations and enterprises & ldquo;, in order to achieve the win-win effect of entertainment and marketing.

therefore, this year Yili's trump card variety show "I am the Big Judge" first bought TV resources, and then designed the annual cross-media trendsetter entertainment activities around its own brand image & mdash;— I am the superstar. In the early stage, Yili first warmed up and expanded audience coverage through the Internet, and then transplanted to the TV stage when the event reached the best part, becoming Zhejiang Satellite TV-Yili yoghurt & ldquo;. I am the superstar & rdquo; special program. Like the special program implanted & ldquo; I want to change & rdquo;, & ldquo; I want my taste & rdquo; link, without losing the entertainment effect, but also let Yili yoghurt advocate & ldquo; dare to change & rdquo;, & ldquo; positive & rdquo; brand proposition is undoubtedly reflected.

the goal of enterprise entertainment marketing must be the same: let consumers identify with the brand and culture of the enterprise, become a solid proponent of products, produce continuous consumption desire, and inject continuous power into enterprise market sales. Yili & ldquo; I am the superstar & rdquo; is not attached to the TV station, but has a deep cooperation with it to create their favorite scene for the common target audience; at the same time, this activity is not just attached to the TV station, but an integrated marketing campaign of online + offline, Internet + TV, which sets up links suitable for the Internet and TV respectively, thus maximizing the use of media. # p# subtitle # e# strong > spokesperson Deep Marketing / strong >

as a youth product, Yili yoghurt chose Jay Chou to help me this time & ldquo; I am the superstar & rdquo; is not new, but how to stand out among all kinds of endorsements of Jay Chou has become the difficulty of the brand. Yili chose to cooperate deeply with the spokesman to transmit the product image according to the characteristics of the spokesman.

Jay Chou's entertainment effect and his appeal among young people need not be verified. What really matters is whether the spokesman is suitable for the brand and how to make good use of the spokesman.

in 2009, Yili yoghurt chose Jay Chou as its new spokesman. It is precisely because of his constant search for change and his hard work that the history of youth is of exemplary significance. Ten years ago, Jay Chou, wearing a hat and hair covering his eyes, was a shy and shy boy. Now he is quite calm in the face of the media and the public, shuttling back and forth between singers, musicians, actors, directors and other multiple identities. This coincides with the Yili yogurt advocated in 2009-ldquo; I want to change, I want the taste-rdquo; happens to coincide. Even when Jay Chou was interviewed in Hangzhou, in front of the media & ldquo; long gun and short gun & rdquo;, this sentence has become his mantra.

At the same time, in & ldquo; I am the superstar & rdquo; throughout the event, Jay Chou in addition to brand image endorsement, but also served as a brand concept transfer ambassador. As the embodiment of the Yili yoghurt brand, he interacts with young people in front of the screen.

because of the high correlation between the spokesman and the brand connotation, in & ldquo; I am the superstar & rdquo; theme activities, Yili yoghurt & ldquo; endowed & rdquo; with an important mission. From the initial stage of the event, taking advantage of his popularity among young people to launch a campaign call, to the mid-term excavation of his own-ldquo; youth change event-rdquo; to strengthen the brand proposition, and then to the finals when he came to the scene to perform, deeply explored the value of the spokesman.

with the presence of ldquo; Jay & rdquo;, Yili yoghurt 2009 rdquo; quotes; I am the superstar & rdquo; programs are so popular that they firmly occupy the throne of the same period of time, and let & ldquo; I am the superstar & rdquo; made the entertainment headlines of the major portals.

although Liu Qian's TV magic has caused aesthetic fatigue, Jay Chou's magic tricks can still attract a lot of attention. & ldquo; I am the superstar & in the rdquo; finals Jay Chou changed a box of Yili yogurt from a small cup to a medium cup and then to a large cup twice as much. The video is now going viral online, with high click-through and download rates.

& the magic of ldquo; is an excellent attempt to fully integrate entertainment and business & rdquo;. A marketing expert recently wrote on his blog. This innovative implantable marketing makes the entertainment marketing of Yili yoghurt & ldquo; just right & rdquo;. It not only avoids the problem that some manufacturers only see the entertainment brand, but also does not weaken the entertainment experience of consumers because of the strong commercial flavor.

strong > expert comments / strong >

strong > Qi Xin, executive producer and editor-in-chief of successful Marketing / strong >

& ldquo; Yili yoghurt play to Entertainment Marketing & rdquo; was awarded as the 2009 Summer Marketing Award by success Marketing magazine because there are many innovations in the entertainment marketing used by Yili yoghurt in this case, and its successful experience can be used for reference by other brands.

Entertainment is becoming the biggest driving force among young consumers. Ldquo; is the superstar created by Yili Youyoghurt and Zhejiang Satellite TV. In the special program, Yili yoghurt is involved in program production from the very beginning, taking the initiative of TV entertainment marketing in its own hands, fully integrating entertainment elements, spokesmen, and brand information into TV programs, changing the old routine of simply naming TV programs that have already been produced. Through the new way of rdquo; entertainment programs customized and co-produced by mdash;— & ldquo; in the mass influence platform, we have created a fashionable and personalized entertainment marketing platform, which perfectly combines the entertainment consumption habits of young people with corporate brands and product spirit.

in addition, cross-media cooperation and integrated marketing have also become a highlight of this case. Under the background that the Internet population in China has exceeded 338 million, the Internet is also becoming a new ldquo; wet-rdquo; world that rapidly aggregates accurate people. Yili yoghurt through & ldquo; online + offline & rdquo;, & ldquo; Internet + TV & rdquo; integrated marketing activities, combined the different communication advantages of the two media, established and strengthened the Yili yoghurt brand belief, attracted more young & ldquo; fans & rdquo;, can be said to use a variety of marketing means to create the biggest brand & ldquo; humidity & rdquo; and stickiness.

strong > Xiao Mingchao, Deputy General Manager of the New Generation Market Monitoring Organization / strong >

the rise of entertainment consumption has brought opportunities for business, especially for the most valuable groups in the future & ldquo; post-80s & rdquo; and & ldquo; post-90s & rdquo; groups, the relationship between entertainment and them has been inseparable. Enterprises' insight into consumers' entertainment consumption psychology and the development and utilization of entertainment spirit have increasingly become a new competitiveness.

the success of Yili yoghurt entertainment marketing can be summarized into three aspects:

first, it has created a brand concept that is highly consistent with the psychological aspirations of young people. Yili yoghurt from put forward & ldquo; I want my taste & rdquo; brand slogan, to & ldquo; I want to change, I want the taste & rdquo; are highly in line with the current young people's pursuit of self and personality mentality, it is easy to communicate with young consumers.

second, the symbols that influence young people are found. Star endorsements play an important role in rapidly improving the influence of the brand, while among entertainment stars, Jay Chou has become an idol of young people and has a large fan base. Therefore, making Jay Chou as the image spokesman can make the audience quickly have a diffusion effect, and the brand slogan of Yili yoghurt is highly consistent with the image of Jay Chou, which can have a deep impact on consumers.

third, it has created an entertainment marketing platform in line with the orientation of young people. & ldquo; Consumer participation & rdquo; is promoting the integration of production and marketing of ldquo; & rdquo;, means that a lot of entertainment content comes from the manufacture of consumers. At the same time, through the continuous participation of consumers, brand information spreads with the wide spread of entertainment content. Yili yoghurt & ldquo; I am the superstar & rdquo; 's activities are customized according to the entertainment habits of young people, so that consumers can give full play to their personal talents in participating in entertainment, and let consumers perceive the value of the brand in entertainment, so as to establish a stronger stickiness with the brand.

this shows that the fundamental of entertainment marketing is to integrate brands into entertainment elements, let consumers participate in entertainment, and enterprises highly participate in the construction of entertainment platform, so as to make consumers feel the brand value in entertainment.