Campaign details
Brand: QQ StarBrand owner: YiliAgency: Mindshare ChinaMarket: ChinaSector: Milk & dairy drinksMedia channels: Competitions & contests, Livestreaming, Mobile & apps, Online display, Packaging & design, Social media, Virtual & augmented reality, Word of mouth, influencersBudget: 3 - 5 million
Executive summary
During the pandemic, nutritional milk beverage QQ Star Milk's sales declined in China. QQ Star needed to maintain its position as the leading healthy growth beverage for children, while increasing brand awareness and driving sales.
One of the pandemic's effects was to...