CLIENT
Sanyuan
何小唐, 市场总监
杨婷婷, 媒介经理
魏炜, 副总经理
傅鹏, 企业文化部部长
门海涛, 企业文化部副部长
AGENCY
刘知超, 高级客户经理
周怡平, 媒介副总裁
宋凌岳, 客户经理
鄂建华, SVP
陈蕾, 客户总监
SUMMARY
Through sponsoring Innovation in the Palace Museum, SANYUAN jointly initiated the Imperial Milk. However, subject to restrictions on ads, placement and gameplay, it’s difficult to maximize the Palace Museum’s IP value. SANYUAN has endeavored to stand out and rejuvenate itself to connect the market. By taking top position in this program’s ads on TouTiao, launching a regional challenge themed Bring Me Some Fresh on Tik Tok and adopting strategy of Deeply Communicating plus Mildly Promoting, SANYUAN succeeded making people believing it’s the chief sponsor. Based on its products’ packaging design featured by filigree enamel and diamond inlays, it created print ads, and made the first domestic scroll of Chinese style–h5 symbolizing the new fashion of traditional culture and the trend “go globally”. According to report by an authoritative monitor company, relying on its hot product, SANYUAN has mobilized all its product lines, and during ads communication its store sales rose sharply, strengthening its confidence in innovation.
