雀巢银鹭花生牛奶 Nestle Yinlu

IP跨界,品效合一 IP crossover,branding-performance unification
雀巢银鹭花生牛奶 Nestle Yinlu

雀巢银鹭花生牛奶


      雀巢旗下的银鹭花生奶品牌创立于1985年,过去单款产品的销售额就超过10亿美元。银鹭面临着形象老化和与年轻一代脱节的困境。银鹭的经典产品已经被充斥着大量新型饮品市场所淹没。

      在2019年,我们有140万美元的营销预算来提升品牌形象和增加销售。我们最大的挑战是如何利用它来创造一个有效的营销活动。

      随着市场对新产品的饱和,以及对年轻消费者的激烈竞争,我们的许多竞争对手每年在营销预算上花费上亿美元。由于我们的预算有限,很难用传统的方法在市场上取得进展,我们需要创造性地迎接挑战。


      我们在一种流行文化现象中发现了机遇:年轻人痴迷于“二维”虚构的动漫和卡通世界。在中国拥有3.9亿粉丝的《魔兽世界》已经成为一股强大的经济力量。

      我们创作了一个动画IP《花生小生》,让银鹭日渐衰老的品牌形象重焕青春,同时也体现了银鹭的品牌精髓:给日常生活带来一点快乐。

      为了创造更大的影响力,我们利用了一位漫画明星的影响力:小红豆。温暖,可爱,可食用,她是花生男完美的伴侣。我们共同为这两个角色创作了内容,并出现在了哔哩哔哩的《请吃小红豆》第二季。我们将营销推广的“扫到罗马”融入到内容中。这立刻点燃了粉丝的热情。成千上万的人表达了对银鹭的惊讶和喜爱,很多人购买了银鹭来表达对这两个小人物的支持。

      在这一成功之后,我们又推出了更多的IP内容,比如与网易合作的HTML5游戏《西游记下一章:唐生千里罗马》,以及TikTok挑战《扫描罗马魔法代码》,在年轻消费者之间创造了多层面的互动。最后,花生男连环画、四屏漫画和动画表情可以阅读、播放和转发,吸引这些“二维”粉丝的注意力。

      银鹭的IP营销活动辐射互联网,并获得了哔哩哔哩2019年最佳合作营销活动奖。使用可爱的人物形象,迎合年轻一代的幽默,不仅为银鹭花生奶注入了新的活力,也推动了销售的强劲增长。


      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。

      花生小子和小红豆在他们幽默的罗马之旅之后,又在《哔哩哔哩》中主演了一场可爱的冒险,同时通过“扫描魔法代码到罗马”的营销推广来推动饮料的销售。他们的荧幕冒险在罗马特莱维喷泉结束,观众可以在观看时把自己的愿望打印出来,让它们出现在屏幕上,捕捉到了年轻人希望愿望成真的渴望,从而增加了观众流量。

      继《小红豆》之后,他又与网易合作,主演了HTML5游戏《西游记下一章》。花生哥扮演唐僧,与怪物战斗,利用银鹭花生牛奶的力量到达罗马。这个有趣的互动重写“西游记”成功地增加了“扫描你的罗马之路”推广的能见度。社交海报宣传了四种主要场景;旅行,美食,看电影,住豪华酒店,这些都是很好的促销礼物。

      “扫描魔法码到罗马”Tiktok挑战赛在花生哥、银鹿产品、不同用户和用户群体之间创造了多方面的互动,成功吸引了网友参与挑战赛。

      我们通过360度娱乐营销,将银鹭经典的花生牛奶变成了一个有趣的品牌,并进行了推广活动,吸引了跨平台的粉丝,在社交媒体上引起了热议。

根据Kantar研究:

•改变品牌认知:18-24岁消费者中63%对银鹭的评价非常好,38%对哔哔哔送上祝福。超过1.8亿人接触到了银鹭的营销活动。

•18-24岁人群中,41%的人表示对银鹭的营销活动有所了解。

•扫描的瓶盖代码增加了55%,超过680万瓶被打开。

•我们的努力赢得了Bilibili 2019年最佳合作活动奖。


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“O2O发展愈趋成熟,快消品牌要实现流量高效转化,需转变传统营销思路,以全新思维来打造促销战略。


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     Ylab作为银鹭花生牛奶的品牌营销创新专业伙伴,通过融合创意、IP、媒介、平台、KOL等多样化手段,以创新模式打造一瓶一码年度大促,实现直接的O2O转化增长。Ylab为银鹭制定了IMC整合传播策略,并提出了创意解决方案,从新平台触达到IP内容营销再到花式创意形式。其中,银鹭与红小豆的IP合作还赢得了Bilibili年度真香IP跨界合作大奖,银鹭通过与红小豆合作的短番视频,花式演绎生动剧情,以生动的故事延展原剧情,网罗一众二次元粉丝。


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Nestle Yinlu

   

    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.

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“The era of IP Brand has come. IP is a powerful symbol and a new language for brands to be resonating with consumers.”


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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. 


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