BEIJING: Yili Industrial Group has launched an online campaign and
website, using an online poll as a key part of the web-based effort. The
website, www.yilimilk.com.cn, was set up to support Yili Milk's new
yoghurt drink product, while the online promotional campaign ran on
various sites to help drive traffic to the company's new site.
The campaign, targeted at the 15 to 28-year-old urban female market,
hinged on the proposition, "The more you eat, the more beautiful you
are", with the aim being to encourage trial use of the product. It
included email and banners and was part of Ogilvy & Mather's integrated
marketing offer, which also included promotions.
The main focus of the campaign was an online poll for the 'Prettiest
girls in the office', with the winners receiving free products. O&M said
the drive helped double product sales, and generated 300,000 visitors to
the site during a two-week period.
