The more depressed the market, the more marketing: Yili Yogurt plays entertainment marketing

< strong > Brand name: Yili yoghurt < / strong >

< strong > Marketing platform: Zhejiang Satellite TV < / strong >

< strong > Innovation points: < / strong >

ldquo; yoghurt is tailored for fashionable and young consumers & Yili I am the superstar & rdquo; event, breaking the conventional practice of naming TV entertainment programs, working deeply with Zhejiang Satellite TV to design all aspects of cross-media design, and implanting the change & ldquo; I want in the special program & rdquo;, & ldquo; I want my taste & rdquo; link, showing Yili yoghurt & ldquo; dare to change & rdquo;, & ldquo Positive & rdquo; 's Brand Proposition At the same time, make good use of the spokesman Jay Chou, who, as the embodiment of the Yili yoghurt brand, interacts with young people in front of the curtain. 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. Because of the high correlation advantage between the spokesman and the brand connotation, it creates the dual value of audience and entertainment, and strengthens its image & ldquo; healthy youth drink & rdquo; among the young consumer groups.

< strong > case details: < / strong >

on May 11th, Yili yoghurt & ldquo; I am the superstar & rdquo; 's annual hipster entertainment event was launched. The activity is tailored to the target audience of Yili yoghurt, led by Jay Chou. Regardless of the program flow, packaging, slogans or participants, are targeted and carefully designed. In the entry process, & ldquo; online registration & mdash;— upload works & mdash;— judges promoted & 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 the choice of spokesperson, it is also fully combined with Illi yoghurt & ldquo; I want to change & rdquo;, & ldquo; I want my taste & rdquo; brand slogan and & ldquo; dare to change & rdquo;, & ldquo; positive & rdquo; brand proposition. Today, Jay Chou is calm in the face of the media and the public, shuttling back and forth between singers, musicians, actors, directors and other multiple identities. It is completely different from the image of the shy big boy who wore a hat and covered his eyes ten years ago. This coincides with the Yili yogurt advocated in 2009-ldquo; I want to change, I want the taste-rdquo; happens to coincide. In the early stage of the event, Yili yoghurt detonated through the Internet, and rapidly expanded the audience coverage. The event is designed specifically for-ldquo; I am the superstar-rdquo; activity network participation platform. In addition to the official Yili yoghurt website www.yiliysr.com, it has also opened activity portals on websites with a concentration of young consumer groups, such as QQ.com, Xiaonei and Ku6, and took advantage of Jay Chou's new endorsement identity to promote and guide activities, attracting millions of netizens to upload creative music works through the network to participate in the registration. Participants only need to visit any of the above websites to participate in the ldquo; I am a superstar & rdquo; event. In the registration process, Yili yoghurt is also implanted with the product itself and brand elements. After filling in the registration information, participants are required to upload video or audio + picture works, and the uploaded video and picture content must contain Yili yoghurt product content. In fact, this process is also a process of re-understanding and re-understanding of Yili yoghurt brand by the target audience, and it will become the active memory and positive brand information of the target audience. After the works are uploaded, the top 10 contestants voted by netizens and selected by the media will be interviewed and selected by Zhejiang Satellite TV one after another. the successful candidates will participate in Yili Youyoghurt & mdash; Zhejiang Satellite TV & ldquo; I am the superstar & rdquo; special program. In the whole early publicity campaign, Yili yoghurt fully promoted the enthusiasm and popularity of the activity, and laid a solid foundation for the most exciting part of the follow-up TV song. At the best part of the event, the enthusiasm of the whole people began to be transplanted to the television stage. Yili yoghurt & mdash; Zhejiang Satellite TV "I am the big judge" & ldquo; I am the superstar & rdquo; special program shining debut. This is a stage for young people to show their skills. as long as they are unwilling to be insipid and dare to change, anyone can show their talents on this stage. The program has a great influence among young people. Because Yili yoghurt in & ldquo; I am a superstar & rdquo; 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 reflects undoubtedly. At the same time, Jay Chou was endowed with an important mission of rdquo; by & ldquo;. The mainland variety show debut, Jay Chou showed a strong popularity-ldquo; variety potential-rdquo;, brought unprecedented surprises to the audience. Not only ldquo; eloquent in the battle of wits with the host on the spot & rdquo;, said personally that Yili yoghurt & ldquo; I want to change & rdquo;, & ldquo; I want my taste & rdquo;, also showed magic with Yili yoghurt at the scene, changing a box of Yili yoghurt from a small cup to a medium cup, and then to a large cup, more than twice as much. Combining magic expertise with endorsement brands, the video continues to go viral online, with high click-through and download rates, setting off a new round of viewing frenzy and online popularity. & ldquo; this magic trick 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. Play while marketing, Yili yoghurt entertainment marketing does play a lot of new ideas. Especially with the spokesman Jay Chou's & ldquo; double swords combination & rdquo;, let people see a kind of & ldquo; co-emergence & the effect of rdquo;. In short, Yili yoghurt & ldquo; I am the superstar & rdquo; this theme event, not & ldquo; is under the control of rdquo; in the TV station, but has a deep cooperation with it to create their favorite scenes for the common target audience. At the same time, this activity is not just with the help of TV stations, but an integrated marketing campaign of online + offline, Internet + TV, which sets up links suitable for the Internet and television respectively, thus maximizing the use of media. So some people say that this is & ldquo; Yili yoghurt launched an entertainment marketing counterattack in 2009 & rdquo;.

< strong > Marketing effect < / strong >

according to the data monitoring, the activity got a lot of exposure. The campaign lasted less than a month, with a total of 3.71 billion ads exposed, 2.226 million clicks and 32.8 page views. Ten thousand times. From the perspective of influence coverage, the geographical distribution is wide, among which Guangdong Province, Zhejiang Province, Jiangsu Province, Shandong Province and Beijing have the highest user participation, with a user participation ratio of 23.17%. And more than 74% of the participating users are between 18 and 30 years old, which is fully in line with the characteristics of the product target audience.

with the presence of Jay Chou, Yili yoghurt 2009 rdquo; quotes; I am the superstar & rdquo; shows are so popular that they firmly occupy the throne in the same period of time, and let & ldquo; I am the superstar & rdquo; made the entertainment headlines of the major portals. In the name of entertainment, Yili yoghurt has a good effect of emotional communication with consumers at the brand level. During this activity, the promotion and promotion of the sales terminal has directly increased the sales of excellent yoghurt products. According to statistics, a month after the start of the campaign, the overall sales of Yili yoghurt increased by 17% compared with the same period.