Background: Affected by the epidemic in 2020, Ambrosial hopes to take advantage of the summer season to boost sales with the lightweight digital marketing campaign.
Idea: Through the official comments on micro-blog, WeChat, Tiktok, and so on, we collect the fans' experience of drinking Ambrosial in summer and find the inspiration for product transformation between normal temperature yogurt and popular iced products -- a stick. Launching a series of short films of # move as cold as you want #, combined with office infighting, girlfriends against each other, couples suspicion and other topics, to implant consumers with the consumer perception of "Ambrosial is delicious when frozen". Through Wechat moments advertise, it has gained rapid attention and spread in social networks.
Performance: The Wechat moments has reached 62.96 million person-times; The exposure of micro-blog is 709 thousand, the interaction is 2.95 thousand , and the discussion is 7.19 thousand ; In Tiktok, 21.27 million views and 31 thousand interaction has been got.