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