To revamp Mengniu's outdated brand image and embrace an entirely new brand spirit.
To help the brand understand how to resonate with the millennial consumer by creating relevant content.
“Zuo” is a simple Gen-Z attitude and term meaning “trouble-making” or “restlessness”.
We launched an online campaign called Zuoscar (Zuo+Oscar) to provide an entertaining “stage” for millennial consumers to perform and show off their personality, while also getting an opportunity to explore the brand.
We worked with seven celebrities and influencers to produce seven videos around the brand spirit “Dare to Zuo, Dare to Speak.” Additionally, we produced 30 short videos to further demonstrate the essence of the brand.
We built a website enabling consumers to upload their own videos, watch other user videos and vote for their top favorites.
We worked with music mobile app Kuwo to provide a creative app theme for customers to download.
Promoted the campaign on video sites Iqiyi and Tencent.
Utilized Chinese social media platforms like Wechat, Weibo and Renren as well as mobile apps: Kuwo and Wantu, which increased brand exposure and drove traffic to the Zuo site.