Yili’s QQ Milk, a nutritious milk beverage for children, wanted to boost sales by positioning itself as a provider of well-rounded, healthy lifestyles.
Tapping into the rich and immensely popular IP of China’s National Museum – the Louvre of China – the team set out to create a unique AR experience that would bring China’s national treasures from the last five centuries to life. Parents could scan a bottle of QQ Star Milk – with unique, special edition packaging to represent China’s treasures – to enter the immersive world of China’s National Museum’s exhibits, allowing their children to interact and learn about China’s history from fun loving animated treasures.
To encourage parents to buy a bottle and get scanning, we created a social challenge on China’s hottest short-video app, Douyin and drove immense buzz through key opinion leaders from China’s top parenting platforms.
How does one re-ignite interest in a mass, low-end packaged old noodle brand and bring it back to growth, especially among the increasingly sophisticated and health-conscious, modern youths?
This was exacerbated when we had to activate the campaign during Chinese New Year (CNY) – a cultural festival that celebrated aged-old traditions and could take the brand further away from the modern make-over it badly needed.
Master Kong gave a new spin on old traditions by combining centuries-old cultural icons with new-age elements that excite Chinese youth, creating the perfect recipe that transformed an instant noodle from a 6-rmb everyday food item to a must-have luxury sold at 1,481x the usual price.
This audacious move broke every category barrier and norm – not just for noodles but for the whole packaged food category – skyrocketing the product value beyond imagination, achieving 100% growing sales.
In this increasingly data-driven world, the best marketers now use data to build strategies to drive growth.
As China’s top e-commerce platform known for the discount-heavy Singles’ Day shopping festival, Alibaba’s Tmall has access to some of the most potent data on Chinese consumers’ real-time spending behaviors. But to stand out in a discount-driven marketplace, it moved data from ‘background’ to ‘foreground’ as the central message.
By revealing niche tribe-based trends previously hidden but uncovered by Tmall big data, it was able to unleash trend-based consumption demand which turned out to be even more effective than a discount-heavy festival.
Launching Nike’s fastest running shoe yet, the Next%, Nike needed to harness data to identify and engage the nation’s fastest and most dedicated runners. Amongst this audience, Nike wanted to increase brand favourability and create hype for the launch of the Next%.
Nike wanted to ensure the Next% would only be worn by its most dedicated runners, so Nike created the ultimate new currency for runners to purchase the industry’s top product: running speed. We integrated our mechanism within the pacing mobile apps used daily by over 24 million runners, daring them to go faster, allowing for easy synchronisation with pace tracking data.
Upon accepting the challenge, runners were redirected on different journeys depending on their speed. The fastest runners were directed to a QR code which would enable them to proceed with Next%’s purchase, while Everyday Runners were directed to Nike’s entry level shoe.
Chinese New Year is about the only time of year when McDonald’s – as a U.S. fast food giant – found little role to play. However, CNY also sets off the world’s largest annual human migration as millions ‘migrate’ from 1sst tier cities back to their 3rd and 4th tier cities, Chinese also complete a whole set of ‘transfiguration’, their names change from ‘Mary’- which has an urban ring- to ‘Cuihua’- which has a rustic ring, their outfits change and even daily routines change. McDonald’s has a Chinese name—Golden Arches that mocked historically but given the ‘transfiguration’ traditions can now have cultural relevance with Chinese consumers.