Faced with smaller budget and hence losing the official title sponsorship for 2024 Paris Olympics, Yili needed to cut through and maintain brand relevance.
The objective was not to outspend, but to outsmart, focusing on genuine engagement to become the “champion” in the hearts and minds of Chinese consumers.
Our strategy was to shift from traditional sponsorship to a more agile, socially-driven approach. Through real-time updates, capturing trending social conversations, and emotional storytelling to win. Yili’s execution was a masterclass in speed and scale – instead of relying on one TVC, Yili used real-time data and agile content creation to produce 3,371 short videos and 661 social assets pre- and during the Olympics.
With 80% less budget, Yili achieved 61% more attention, topping “Paris Olympics Brand Ranking” with 3x share of mind, 2x the reach, and 2x the engagement of competition—redefining brand sponsorship and winning consumer hearts.