SUMMARY
Under the sun, around the corner, shake legs, drink YouyiC. In the moonlight, beside the road, eat melon, drink YouyiC. The above scenes originated from Mengniu YouyiC When & Where Adventure Campaign. In 2019, YouyiC live lactobacillus drink was always associated with scenes about eating. Mengniu hoped to introduce YouyiC to more scenes and times of drinking. In pre-campaign period, we classified the contents by time, place and event, through sketching on bottle body as people like. By scanning the bottle, people can enter into the “Adventure Challenge” on Douyin. The star endorser’s demonstration and plenty of UGC contents successfully brought YouyiC to various unimaginable scenes and times, which broke through from eating domain. It attracted a vast number of people to participate and win product coupons. People’s participation broke new records. The campaign boosted online sales, and made a sales explosion of YouyiC compared with the same period before.
