Yili: Football farewell – letters to our legends

Chinese dairy brand Yili ran Football Farewell: Letters To Our Legends to grow sales, market share and brand equity during the 2022 World Cup.

Campaign details

Brand: YiliAgency: Mindshare ChinaRegion: APAC

Strategy

Objective

The 2022 World Cup was set to be the most-watched sporting event in China by far, with over 660 million viewers tuning in for the last one. But Yili's biggest competitor had snagged the official sponsor status this year, which meant Yili wouldn't have access to any of the official matches or their broadcasts.

Faced with this steep uphill battle, Yili nonetheless set out to achieve three objectives:

  1. Keep Yili top of mind for World Cup viewers throughout the tournament
  2. Increase brand favourability among younger Millennial...

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