Zhou Xun speaks for authenticity– MENGNIU FRUIT MILK DRINK TVC” (translation): Social Communication Project
Key words: Influencer Marketing
Employing the star-effect of Zhou Xun, Mengniu Fruit Milk Drink’s brand ambassador, Mengniu was able to push their new TVC and enjoy the authenticity that came from working with such a star.
Using Sina Weibo, Baidu Tieba and video websites as the main platform of web 2.0 dissemination, TVC information related to the flavored drink was rapidly diffused, triggering discussion among netizens and effectively guiding opinion of potential consumer groups, as well as strengthening the correlation between authenticity and Mengniu’s fruit milk drink.
At the same time, they used press releases through web and print media, so as to improve the news grabbing ability and enhance the breadth of communication effect.