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恭喜Ylab成功入围2019 Transform Awards! Congratulations to Ylab for being shortlisted for the 2019 Transform Awards!

号外!号外!恭喜Ylab品牌创新增长实验室首次参加Transform Awards亚太区奖项评选,成功入围Best Strategic/Creative Development of a New Brand !

 

Transform Awards 作为一个权威的品牌行业奖项,旨在嘉奖在公司、产品以及国际品牌发展方面的杰出代表,并为公司机构提供了一个良好的平台去展现其品牌发展及品牌重塑的故事。

 

作为“品牌增长创新实验室”,Ylab一直相信实现品牌增长的方式并不仅仅依靠营销,将商业战略与营销战略结合起来至关重要。Ylab与集团客户建立长期合作关系,通过战略创新,推动品牌增长。

 

我们与银鹭集团的合作也是如此。银鹭是国内食品饮料的领头企业,2011年,百亿银鹭牵手百年雀巢。为实现这一经典的品牌焕新,Ylab协助银鹭做了一系列战略优化和升级。包括为银鹭花生牛奶打造全新IP,更促成了其与二次元新秀“红小豆”的跨界合作。 


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为银鹭特浓牛奶打造新的消费场景,推出与00后“小鲜肉”陈飞宇合作的最新广告片。


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言归正传,本次入围的项目是银鹭旗下的全新子品牌“十趣草堂”的孵化。这一新品牌目标新一代中国年轻消费者,对银鹭集团有着重要的战略意义。

 

从无到有,Ylab通过打造生活方式品牌的战略切入竞争激烈又面临老化的凉茶市场。不仅为客户提供了品牌建设的创新思维,也一步一个脚印地将创意实现,让打造生活方式品牌不再是一句空话。

 

为此,Ylab深入解码并动态追踪了消费者需求变化及文化趋势,预见市场机会,在新时代新消费的浪潮中牢牢把握住品牌,并以与消费者有共鸣的方式来传达品牌。从用户需求、产品哲学、生活方式等360度发展品牌战略;从发展定位策略、品牌个性及沟通语言,到规划品牌整合营销传播策略、打造生活方式社群营销策略全链路实现品牌创新。在2019年推出后,十趣草堂在自动售货机渠道中成为最畅销品牌,日均销量第一。


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品牌主视觉-联合热门插画师猪坚强出品



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清凉植语瓶


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植系人设


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植系词典


最终获奖名单将于11月27日在上海Transform Awards颁奖礼上揭晓,让我们共同期待!


      Extra! Extra! Congratulations to yalab brand innovation and growth Laboratory for the first time participating in the transformation awards Asia Pacific award selection, and successfully shortlisted for the best strategic / creative development of a new brand!


      As an authoritative brand industry award, transform awards aims to reward outstanding representatives in the company, products and international brand development, and provide a good platform for the company to show the story of its brand development and brand reconstruction.


      As a "brand growth innovation laboratory", ylab has always believed that the way to achieve brand growth is not only dependent on marketing, but also the combination of business strategy and marketing strategy. Yelab has established long-term cooperative relationship with group customers to promote brand growth through strategic innovation.


      So is our cooperation with Yinlu group. Yinlu is the leader of food and beverage industry in China. In 2011, 10 billion Yinlu joined hands with Nestle for 100 years. In order to realize the brand renewal of this classic brand, ylab assisted Yinlu in a series of strategic optimization and upgrading. Including the creation of a new IP for Yinlu peanut milk, which also contributed to the cross-border cooperation between Yinlu and hongxiaodou.


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      To create a new consumption scene for Yinlu extra strong milk, and launch the latest advertising film in cooperation with Chen Feiyu, the "little fresh meat" of the Post-00 era.


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      To be honest, the shortlisted project is the incubation of the new sub brand "Shiqu Caotang" under Yinlu. This new brand aims at a new generation of young Chinese consumers, which is of great strategic significance to Yinlu group.


      From scratch, through the strategy of building lifestyle brand, yelab has entered into the fierce competition and aging herbal tea market. It not only provides customers with innovative thinking of brand building, but also realizes the creativity step by step, so that building a lifestyle brand is no longer an empty talk.


      For this reason, ylab decodes and dynamically tracks the changes in consumer demand and cultural trends, foresees market opportunities, firmly grasps the brand in the wave of new consumption in the new era, and conveys the brand in a way that resonates with consumers. From the user needs, product philosophy, lifestyle and other 360 degree development of brand strategy; from the development of positioning strategy, brand personality and communication language, to the planning of brand integrated marketing communication strategy, to create the whole link of lifestyle community marketing strategy to achieve brand innovation. After being launched in 2019, Shiqu Caotang has become the best-selling brand in the vending machine channel, with the first daily average sales volume.


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Main vision of the brand - jointly produced by zhuadan, a popular illustrator


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Cool plant language bottle


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Plant establishment


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A dictionary of plants


      The final list of winners will be announced at the transform awards ceremony in Shanghai on November 27. Let's look forward to it!