Diary Brand Campaign Case Study
Yili Future Milk Brand Campaign For Milan Expo 2015
The launch of Future Milk was my first project at Ogilvy Mather. The aim of which is to establish an international brand associated with the high-quality dairy. I was closely involved every step of the way from creating the image of the “milkman”, researching ideas of what milk will be like in the future, working with over 20 illustrators on creating prototypes to put on display, to storyboarding videos for advertisement on the streets of Milan.
The Brief
Guided by the brand philosophy of “Nourish for Life”, Yili expounded the concept of sustainable development of the dairy sector, which complemented the Expo’s theme of “Feeding the Planet, Energy for Life” and satisfactorily illustrated “Land of Hope, Source of Life”, the theme of China Pavilion. Yili, the representative of China’s food sectors, has proved its quality and service to the rest of the world.
As a necessity in life, China is confronted with serious food safety issues, which we hope to alleviate by making a stance on the international stage of Milan, Italy. Talk to consumers, who have the final say in the success of our project.
Research
We started out surveying areas with questionnaires in cities with the biggest sales volume, asking for ideas for future milk and directions for improvement. We sent out 2389 questionnaires to a group of people including milk delivery workers, people with lactose intolerance, milk lovers and students with an 82.87% active participation rate.
5.89% of all people with lactose intolerance look forward to the “variety” in lactose-free milk; 11.24% are satisfied with dairy products and only wish to see food safety issues resolved in the near future.
We held a workshop for gathering people together, talk ideas and thoughts about the future milk. Our invitations were very well received by people from all over the world.
Insights
- Listen to voices from the world
- Bold and wild imaginations
- Simply slogan to cover as many consumers as possible
Expectations
- Expectations for the future include:
- No more pollution/food safety issues
- More consumer-friendly packaging
- Milk that is transparent and can self-heal
Message House
Design
Identities
Content Angle
Combining the slogan and brief, we create some hashtag and social content for future milk. After The second search of fitting topics and re-study of Yili’s brand guidelines, Extraterrestrial elements are included;
Other research areas I found helpful in re-strategizing:
- For topical issues: Follow trending hashtags on Weibo (Chinese version of Tweeter)
- For client briefs: search some Old cases from rival companies and Comparison analysis.
We decided to create a subversion poster for future milk. we called them the future poem:
- The future of many things is uncertain.
- You might be interested in …#Hot topics#…
- But me, I’m only interested in the future of milk
Posters
The Mascot
We decided to promote the image of a mascot along with posters for better results.
- To humanize dairy products
- To sensationalize the project by having the mascot walking outside.
Collaborations
We collaborated with artists to illustrate their imagination of future milk, at the same time we encouraged audiences to generate their own works, after selection we put it in the Milan EXPO.
All were showcased in the Chinese pavilion of the Milan Expo 2015.
Social Media Platforms
- Provide in-depth article that collects all essential information from each category.
- Post on average 1–2 pieces of campaign content per week
- Daily interaction tweet with fans.
- Official information announcement.
- Post on average 5–6 tweets per week.
OTHER
- Host all videos on Youku and Tencent channel.
- Provide video links for video seeding on Weibo, Wechat and Douban
Yili will manage a campaign topic page using the campaign hashtag #下杯牛奶由你造#.
User Generate Contents
We set an “Earth table” for encouraged visitors generated their ideas through drawing software via iPad; we also put some easels and brushes in the exhibition hall. Pictures on the wall are pieces from visitors of the expo.Visitors taking photographs with our milkman.
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