银鹭花生奶的客户群年龄偏大，35岁以上的消费者占多数，因此迫切需要吸引千禧一代和Z一代消费者，并在这些年轻消费者和银鹭花生奶之间建立一种情感联系。在过去的几年里，“二维”动漫和漫画迷的数量激增，而这种可爱、可爱的文化对许多年轻人来说是不可抗拒的。借着银鹭倡导的“小幸福”理念，银鹭决定在品牌形象中注入一点可爱，用这种“二维”文化与年轻一代建立联系。我们决定利用“二维”文化的流行，推出我们自己的营销IP，以更好地接触年轻观众:银鹭饰演的可爱角色“花生小子”被改造得更年轻、更有个性。他与哔哩哔哩(Bilibili)已经很受欢迎的角色“小红豆”(Little Red Bean)合作，并使用哔哩哔哩的平台、一款HTML5游戏和tiktok，《花生小子》的首次亮相就获得了成功。这种整合营销确保了线上努力带动线下销售，积极的品牌认知度将转化为销售和客户满意度。
YingLu Peanut Milk, a Chinese brand founded in 1985 and owned by Nestle, used to sell more than 1 billion US Dollars with a single product. YinLu faces the dilemma of an aging image and a disconnect with the younger generation. YinLu’s classic product has been overwhelmed by a market filled with a deluge of newer cooler beverages.
In 2019, we had a marketing budget of 10 million to improve the brand image and increase sales. Our biggest challenge was how we could use this to create an effective marketing strategy.With the market becoming saturated with new products, and competition for young consumers extremely fierce, many of our competitors spend hundreds of millions each year on their marketing budget.
With our limited budget, it would be difficult to make a dent in the market with a traditional approach, we needed to approach the challenge creatively.
We found an opportunity in a pop culture phenomenon: young people are crazy about “two_x0002_dimensional” fictional anime and cartoon worlds. With 390 million fans in China, it has become an economic powerhouse.
We created an animated IP “Peanut Guy” to rejuvenate Yinlu’s aging brand image, while still representing Yinlu’s brand essence: bring a little happiness to everyday life.
To create a bigger impact, we leveraged the influence of a comic star: Little Red Bean. Warm, lovable, and edible, she makes a perfect partner for Peanut Guy. We co-created content for both characters and appeared on season 2 of Bilibili’s wraparound program “Please Eat Little Red Bean!”. We infused the marketing promotion “Scan your way to Rome” into the content. It immediately ignited fans passion. Thousands expressed their surprise and fondness for Yinlu and many of them bought Yinlu to show their support for these two little characters.
Following this success, we launched further IP content, such as an HTML5 game in collaboration with NetEase called “Journey to the West Next Chapter: Tangseng’s Long March to Rome” and the the TikTok challenge “Scan magical code to Rome,” to create a multifaceted interaction between young consumers. Finally, Peanut Guy comic strips, 4-panel comics, and animated emoticons, can be read, played, and forwarded, capturing the attention of these “two dimensional” fans.
Yinlu’s IP campaign has radiated across the internet and won Bilibili’s 2019 award for best co-op marketing campaign. Using cute characters and appealing to the humor of the young generation not only injects a new spirit into Yinlu Peanut Milk, but also drives robust sales growth.
Yinlu Peanut Milk, a brand that has sold more than 1 billion US Dollars with a single product, is overwhelmed by a market filled with a deluge of newer cooler beverages, facing an aging image and a disconnect with the younger generations, and experiencing a drop in sales.
In 2019, we had a marketing budget of 1.4 million US Dollars to improve the brand image and increase sales. Our biggest challenge was how we could
use this to create an effective marketing campaign.
With the market becoming saturated with new products, and competition for young consumers extremely fierce, many of our competitors spend hundreds of millions each year on their marketing budget. With our limited budget, it would be difficult to make a dent in the market with a traditional approach,we needed to approach the challenge creatively.
YinLu Peanut Milk’s customer base skews older with a majority of consumers 35 and above, which creates an urgent need to attract millennial and Gen Z consumers and create an emotional connection between these young consumers and YinLu Peanut Milk.
In the past few years, the number of“two-dimensional” anime and comic fans has exploded, and this cute, kawaii culture is irresistible for many young adults. With the concept of “small happiness” that YinLu advocates, YinLu decided to inject a bit of cuteness into its brand image and use this “two-dimensional”culture to build links with younger generations.
We decided to take advantage of the popularity of “twodimensional” culture to launch our own marketing IP to better reach younger audiences: YinLu’s adorable character Peanut Guy was revamped to be more youthful and personable. Having him work with Bilibili’s already popular character, Little Red Bean, and using Bilibili’s platform as well as an HTML5 game and tiktok, Peanut Guy’s debut was a success. This integrated marketing ensured that online efforts drove offline sales, and positive brand recognition will transform into sales and customer satisfaction.
Peanut Guy and Little Red Bean starred in a cute adventure on Bilibili that followed their humorous trip to Rome and at the same time drink sales were pushed with the marketing promotion “Scan your way to Rome.” Their onscreen adventure concluded at Rome’s Trevi Fountain, and viewers could type out their wishes and have them appear on-screen while watching, capturing young people’s eagerness to have their wishes come true, and increasing viewer traffic.
Following Peanut Guy’s debut with Little Red Bean, he, in partnership with NetEase, starred in the HTML5 game “Journey to the West Next Chapter.” Peanut Guy played the role of Tangseng, battling monsters and using the power of YinLu Peanut Milk to reach Rome. This fun interactive rewriting of “Journey to the West” was successful in increasing visibility of the “Scan your way to Rome” promotion.
Social Posters marketed four major scenarios; travelling, fine dining, going to the cinema, and staying at a luxury hotel, which made great promotional gifts.
The Tiktok challenge “Scan your way to Rome”created muti-faceted interactions between Peanut Guy, YinLu products, and different users and user groups, which successfully attracted Key Industry Leaders and Netizens to take part in the challenge.
Through 360° entertainment marketing, we turned YinLu’s classic Peanut Milk into a fun brand, carried out promotional activities, and attracted fans crossplatform, which caused an explosion in discussion on social media.
• Changing Brand Perception: 63% of consumers aged 18-24 said they have a very favorable opinion of YinLu and 38% said they sent wishes on Bilibili. Over 180 million people were exposed to YinLu’s marketing.
• Among those aged 18-24, 41% expressed awareness of YinLu’s marketing campaign.
• The number of bottle cap codes scanned increased by 55%, and more than 6.8 million bottles were opened. • Our efforts won Bilibili’s 2019 award for best co-op campaign.
“The era of IP Brand has come. IP is a powerful symbol and a new language for brands to be resonating with consumers.”
Ylab and Yinlu strategically planned three growth strategies and put them into practice. Ylab helped Yinlu to build the brand IP to combine brand content with business and attract young generation of Chinese consumers. Furthermore, Ylab decided to build the brand communication in the form of IP. In that case, Ylab has facilitated the collaboration between the new IP and an emerging anime character “Red Little Bean” and has developed playful content to win over the hearts of old users. Besides, Ylab planned the annual promotion activities that can convert direct sales.
The cooperation between Yinlu and Red Little Bean has won 2019 Best Case in Crossover Collaboration on bilibili.com, and through the short cooperation video with fancy perform and interesting story to attract fans.
The development of O2O is becoming mature. The fast-moving consumer brands need to change their traditional marketing thinking and use new thinking to create the promotional strategies, which can help the brand to achieve efficient traffic conversion.