Ylab新闻 NEWS

Ylab为世界500强及国内大中品牌的增长赋能,实现品效合一 Ylab accelerates growth for Fortune 500 brands and local brands
Ylab狂揽Transform金银铜四项大奖 Ylab captured gold, silver, and bronze at the Transform awards

 

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在中国,平均每30秒就有一位新生缺陷儿降生。爱乐维在2019年9月12日创造了一个专属于亿万新生儿的温暖主题日行动——9.12无陷宝贝计划,创公益IP营销先河,四两拨千斤打入低线市场。

活动联手政府、协会、7大明星、药房、媒体等多方合作伙伴,成功让“912无陷宝贝计划”出圈,赢得全民广泛关注。与此同时,我们亦成功渗透低线市场药房渠道,低线城市销量大幅增长,突破历史记录。拜耳爱乐维将每年持续举办“912无陷宝贝计划”,携手各大合作伙伴,打造长期公益IP营销平台,普及预防出生缺陷知识,让每一位宝贝都有一个无陷的开始和无限的未来。912无陷宝贝计划,无限未来,有备而来。 

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在国产大牌垄断的千亿茶饮市场,所有国际品牌都折戟沉沙。为了真正读懂95后的心,我们结合社会学和人类学的研究方法,做了一对一的田野调查以及8000多个样本的定量研究,对Z世代消费者的社会文化心理做了深入的洞察和总结,最终做出第一款打动95后的国际茶饮品牌,仅在上市1年内实现从0到3亿的品牌增长传奇。 


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1985年诞生的银鹭,于中国市场上的老大哥形象已深入人心,旗下明星产品花生牛奶广受消费者欢迎。但多年来的品牌老化,让产品亟需一个年轻化营销包装,焕发品牌第二春,得到年轻消费者的喜爱。 

我们发掘年轻人深度喜爱的萌文化,创造出小生皮那的IP,并结合产品本身利益点,携手B站国漫「萌」主红小豆,双重IP的结合引爆二次元话题,为全方位品牌营销赋能,此次活动一举赢得B站年度最佳跨界案例大奖。同时,透过全传播娱乐营销,结合实效的促销活动,扫码购买瓶数大幅增长,极为有效地通过IP跨界营销实现了O2O转化。

 

Ylab在2020年度的Transform大奖评选中收获颇丰。在此,Ylab衷心感谢客户、合作伙伴以及大奖组委会的信任与支持。

 

关于Transform Awards

Transform Awards奖项由英国Transform Magazine杂志创立及举办,涵盖品牌重塑和品牌发展的众多细分领域内容。目前已成为品牌咨询业内最具权威及影响力的国际奖项之一,大奖按区域分为欧洲、北美、中东、澳新和亚洲区,意在表彰全球范围内具有创新力的品牌项目作品。

 

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1.Bayer Elevit 9.12 Campaign

BEST EXTERNAL STAKEHOLDER RELATIONS DURING A BRAND DEVELOPMENT PROJECT

Gold Award


In China, a child is born with a birth defect every 30 seconds. Elevit established 2019.9.12 as the first day of action geared towards millions of newborns: The 9.12 Defect-Free Baby Plan.This plan pioneered public welfare IP marketing and allowed Elevit to easily access its target market in lower tier cities.


Our campaign has brought together multiple partners; including government, associations, 7 celebrities, pharmacies, and media, to successfully launch the "9.12 Defect-Free Baby Plan" and garner wide public attention. At the same time, we also successfully penetrated the pharmacy market in low-tier cities, which increased sales in those cities and broke historical sales records. Bayer Elevit will make the "9.12 Defect-Free Baby Plan" a yearly event, continue to work with major partners to build a long term public welfare IP platform, and promulgate birth defect prevention knowledge to make sure every baby starts without defect and has an unlimited future.

9.12 Defect-Free Baby Plan: An unbridled future starts with preparation.





 

2.Market Launch Project of Nestea

BEST LOCALISATION OF AN INTERNATIONAL BRAND

Silver Award

BEST STRATEGIC OR CREATIVE DEVELOPMENT OF A NEW BRAND

Silver Award


China's tea market, worth more than 100 billion RMB, has long been monopolized by large domestic brands, leaving international brands to pack up their things and head home.

To carve our niche, we targeted Gen Z consumers, combining research methods of sociology and anthropology; doing one-on-one surveys and quantitative research on more than 8,000 young consumers to understand the social and cultural psychology of Gen Z consumers. These insights and conclusions have succeeded in making Nestea the first international tea brand to resonate with Gen Z and helped us achieve 300 million’s worth of brand growth in Nestea's first year on the market.



 



 

3.Cross-platform IP Campaign of YinLu Peanut Milk

BEST IMPLEMENTATION OF A BRAND DEVELOPMENT PROJECT

Bronze Award


Born in 1985, YinLu’s image as a major player in the Chinese market is deeply ingrained in the hearts of consumers. Its flagship product, YinLu Peanut Milk, is widely known but faces an aging image and a disconnect with the younger generation and urgently needs more youthful marketing.


Exploring the 'two dimensional' culture popular with young adults, we created a partnership that would explode among ‘two dimensional’ fans, profit off entertainment marketing, and empower comprehensive brand marketing. Our cross-platform IP marketing efforts won Bilibili's 2019 annual award for best co-op campaign. The push of entertainment marketing combined with other effective promotions resulted in the purchase of more than 6.8 million bottles, and our positive brand recognition will transform into sales and customer satisfaction.