Mengniu breakfast milk brand communication plan!

Recently, I found a social communication plan for Mengniu Breakfast Milk on the Internet. Judging from the current actions of Mengniu Breakfast Milk, the plan should not have been implemented and it is probably the plan that did not win the bid during the competition. Since we don’t know which company the work belongs to, we cannot contact the author to apply for authorization. Therefore, this article only captures the covers of three plans, and the rest of the content will not be disclosed.

Here, we would also like to remind all agencies to pay attention to the confidentiality of internal documents.

I read the content of the plan and I personally think some of the creative ideas are quite good. So today I’d like to share with you a text version of the cloud proposal.

Brief Back

The title of the plan is "2021 Mengniu Breakfast Milk Social Communication Plan", so information such as brand, category, channel, etc. has basically been stated. So what is the core need that this plan solves? The communication goal of the plan states: To expand the young consumer group through social marketing and to establish brand awareness as the first choice of breakfast milk for young people.

As expected, it is extremely consistent with the three major directions of social communication needs: mental cognition, circle penetration, and out-of-circle events. So the target is very clear, the target group is young people, and the purpose is to make young people feel that Mengniu's breakfast milk is the first choice.

After seeing this goal, I went to look at Mengniu Breakfast Milk’s Weibo for the past six months. In addition to leveraging its spokesperson Wang Junkai’s operations, it also shared some regular content around the “Early Eight”.

I don’t know if it’s because I’m not social enough or Mengniu is too avant-garde, but I didn’t understand what “early eight people” meant. After some searching, I found out that it refers to college students who need to struggle to get up and attend the first class at 8 a.m.

Therefore, after analyzing the strategy and creativity of the plan based on Mengniu’s operations in the past six months, you can think about whether the plan is really not good or Mengniu itself missed it?

Strategy Analysis

Before giving the strategy for this communication, let’s take a look at the new trends in fast-moving consumer goods in 2020.

The plan mentions a phrase called "the spiral of internet celebrities". The reason for using this phrase to summarize it is that internet celebrity brands are indeed refreshing and changing the gameplay and cognition of the fast-moving consumer goods industry. For example, the new consumer brands we often see, such as Wang Baobao and Perfect Diary, not only do they understand consumers better, but they can also get along well with young people and can deeply plant grass and pull out grass widely.

An in-depth summary of the core factors that made it a hit is nothing more than the three key points of "healthy, delicious, and fun".

Let’s look back at the popular trends of dairy products in 2020. The promotion of milk brands in 2020 can be summarized as “product concepts are played to perfection.” This is best reflected in Yili, a competitor that Mengniu focuses on.

For example, Amul creates marketing concepts through cross-border approaches with products as the core, and gradually shifts from a strategy that focuses on IP resources and traffic to a content strategy driven by a two-way "product + marketing" approach. There is also Yili breakfast milk, which proposed the concept of "nourishing health and accumulating energy for progress" during the post-epidemic period, and proposed the concept of "energy-accumulating breakfast shop". Including the major anti-hunger brand Guliduo, it also added a health series on the basis of anti-hunger, and attracted young groups through cross-border and spokesperson methods.

Through these phenomena and trends, we can conclude that the dissemination of dairy products requires understanding how to package and build itself on a pragmatic basis, while also being idealistic at the right time. To put it simply, on the one hand, while paying attention to product strength, we must also pay attention to the shaping of the concept of youth, and on the other hand, we must closely grasp user insights and meet their needs.

After summarizing last year’s trends and popular strategies, how should Mengniu breakfast milk be marketed in 2021?

In fact, Mengniu Breakfast Milk had already taken some actions in 2020. The first was the shift from passive to active communication, and the second was a major image change, with comprehensive upgrades from spokespersons to product packaging. At the same time, it put forward a more youthful proposition, created the concept of "vitality" and continued to output in depth at Bilibili. So if 2020 can be called the first year of Mengniu Breakfast Milk's communication, then 2021 is bound to be the year of the tough battle for Mengniu Breakfast Milk's social communication.

How should we fight in this year of decisive battle? 1. Strengthen the concept of "vitality" and establish recognition of vitality breakfast. 2. Deepen the scene and create a diversified brand experience. For example, through brand collaboration, event marketing and other means, enter more diverse Yuanqi breakfast scenes to enhance the brand's diversified experience.

Why should we strengthen the concept of "vitality"? There are three insights about young people. The first is that it is difficult for young people to get up early, which is a consensus among everyone. The second is that young people are in a mess when getting up early because they are in a hurry to go to work or go to class. They tend to have a hasty breakfast or skip it, which opens up an entry point for communication.

So what do users want to perceive through scenario-based experience? The core is to express that we understand that you lack vitality and to replenish your vitality.

Therefore, the brand proposition for 2021 is "Early start of vitality", and the alternative is "Arrival of vitality early". "Yuanqi" can convey the full "mental + physiological" vitality brought by drinking the product, and "Early Start" can accurately bind the product to the breakfast usage scenario, while highlighting the brand's energetic breakfast attributes.

Therefore, after the Social theme was established, the subsequent strategy of "using actions to promote experience and get closer to users" was mainly divided into three steps. The first step was scene marketing, the second step was brand cross-border marketing, and the third step was fan co-creation.

Once the direction and methodology are determined, let’s take a look at which major nodes in 2021 can be leveraged to carry out some events? The new products will be launched in May, which can be used as a trendy event to showcase the vitality. September is the start of the school year, and we can organize events to deepen the recognition of vitality. The Double 11 e-commerce promotion can stimulate vitality shopping guides through innovative cross-border live broadcasts. Year-end marketing can strengthen emotions through scenes.

Creative Display

New product launched in May——Zaozhi Milk Laboratory

May is the month when Mengniu's new nut-flavored breakfast milk is launched. The product satisfies the diverse tastes of young people and can provide energy replenishment. So with these product highlights, how can we promote the new product and make it a hit?

The breakthrough point still needs to be addressed from the psychological level of young people, directly hitting the pain points of young people's daily depression, and directly hitting the vitality needs deep in the souls of young people from the resonance.

First of all, we realize that the young people we want to target may be those who suffer from hair loss due to staying up late to play games, workaholics who stay up late to work overtime, lazy fat otakus who are in a daze, those who lose themselves due to love-brained brains, etc. In short, they are running out of energy and have lost their vitality. So we told them that breakfast milk would replenish their energy. If they had known this, they should have had a good breakfast!

Therefore, the concept of the "Had We Known This Laboratory" was proposed, and an offline breakfast laboratory was created with the nut flavor of the new breakfast milk as the core. In terms of communication, there was first a wave of pre-heating posters, and then offline events were carried out. An Early Knowledge Laboratory was set up in Chaoyang Joy City, which was divided into four areas: "Sudden Precocious Maturity Laboratory", "Early Rise and Late Sleep Laboratory", "Early Knowledge Laboratory" and "Early Marriage Laboratory". Different breakfasts were set up in each area, and users could participate in the offline breakfast collection experience by collecting cards online. At the same time, you can find various bloggers to check in and hype up online topics, and rush to the top of the Weibo hot searches.

Yuanqi Rapstar Morning Report

In September, the school season begins. We know that students like to stay in bed, ask not to be called, and crawl during morning exercises. Therefore, it is urgent to save young people's morning state. Combined with the new youth brand asset "Rap New Era", we will boost the vitality of college students who are about to report to school, and hold an online event at Bilibili during the school season.

The creative concept "Early Arrival of Energetic Rapstar" leverages the youthful IP of Bilibili and "The Rap of China" to create a super energetic cross-border Rap interaction, collect massive viral videos, achieve in-depth interaction with users, and thus attract more new target users.

The communication materials are a set of pre-heating posters and a ghost video titled "The Contemporary College Students' Loss of Vitality". The content combines various scenes and funny clips of college students' lives, and integrates the product into them.

In terms of dissemination, a well-known Up on Bilibili first sets the pace, then attracts more users to participate, and finally the UGC content is disseminated. There is also an alternative idea in the plan, which is to combine popular rap with children in mountainous areas to do charity events, print positive energy rap lyrics on product packaging and dedicate them to children in mountainous areas.

Energetic Talk Show

In November, taking advantage of the Double Eleven shopping spree, we discovered that young users are switching between self-deprecating and self-healing states. At the same time, talk show culture is gradually gaining popularity among the public, so talk shows that combine self-deprecation and self-healing have become a great outlet for them to vent their emotions.

The creative concept of "Vitality Talk Show Conference" can be created by Mengniu Breakfast Milk and Xiaoguo Factory to create an unprecedented cross-border talk show live broadcast for the social animal group. The communication rhythm will first be warmed up with a poster of the talk show CP's call preview, such as "Snowpiercer", and then the live broadcast of the Vitality Talk Show Conference will be started on Douyin, with Wang Jianguo and Li Xueqin jointly live broadcasting and selling goods. At the same time, they can also be guests in Wei Ya's live broadcast room, borrow traffic, stir up topics, and promote the double growth of Mengniu Breakfast Milk sales and communication.

Finally, the "Yuanqi Jokes" bottle was designed based on the live broadcast room's jokes. A QR code was set on the packaging. Users only need to scan the code to participate in listening to jokes or drawing prizes.

Spring Festival does not hurt vitality morning report

As we all know, CNY is a gathering point for brand marketing, and major brands are racking their brains to stand out. So how does Mengniu breakfast milk stand out and become more popular among consumers?

So there was such a creative thinking. The Spring Festival, as the first day of the new year, always occupies an irreplaceable position in the hearts of Chinese people. When the foothold developed specifically for breakfast meets the early morning of the Lunar New Year, the concept of "the first meal of the New Year" is born. Therefore, we must grasp the strong breakfast time node and strengthen the emotional recognition of family users.

Moreover, there are always some moments during the Chinese New Year that can damage one's vitality, such as staying up all night to celebrate the New Year, paying New Year's greetings early in the morning, etc., so breakfast milk can help users resolve embarrassment and not damage their vitality during the New Year.

Creatively, the format of an eye-catching morning newspaper is adopted, which can arouse users' curiosity and fit in with the breakfast scenes of Chinese families. Therefore, the light interactive scene H5 of "Spring Festival Morning News That Does Not Hurt Your Vitality" is used to accurately cover the early New Year's vitality-hurting scenes of three groups of people: Generation Z, families born in the 1980s with children, and elderly families. By implanting breakfast milk products, a strong resonance and plot reversal effect are created, and a special New Year's vitality breakfast gift box is created for the first meal of the New Year, so as not to hurt your vitality.

The content of H5 is mainly based on common scenes during the Spring Festival, such as "Surprise! I stayed up all night to celebrate the New Year, and my parents saw this when I woke up in the morning”, “Were we forced to compete with others during the Spring Festival? Don’t worry, it’s here” and other titles can guide users’ attention and implant product content. The ending page can introduce the Spring Festival gift box that will not hurt your vitality, strengthen the theme, and guide users to the e-commerce purchase page.

The above is the content of the entire plan.

Personal evaluation:

First of all, I think the overall logic of the plan, including some creative concepts, is fine and worth mentioning. But the core problem is that the insight into the strategy is not precise enough, because the word "vitality" easily reminds people of other brands, and the concept originated in Japan, and it seems that it has lost its novelty and cannot really hit the point with users. I think this is the biggest reason.

The same is true for creativity, for example, the Zaozhi Ruci Laboratory held offline events in Chaoyang Joy City. I have a question. How many people can go to Joy City for breakfast on weekdays? How many people can get up early on Saturdays and Sundays to go to Joy City for breakfast? There are also students. Those who can go to the cafeteria can go to the cafeteria, and those who don’t go to the cafeteria can ask their roommates to bring them breakfast. They don’t have to eat it. They can choose convenience stores. Why do they have to choose Mengniu breakfast milk?

The reason is not precise and convincing enough. There is also the CNY marketing part. Are you sure you will drink Mengniu breakfast milk for the first meal of the New Year?

Personally, I think the strategy for breakfast milk should focus more on "calling for breakfast consumption and choosing Mengniu breakfast milk" and move forward in parallel, rather than relying on marketing gimmicks. Or you can also consider using methods like variety show rankings, which can at least sell products, provided that the budget is sufficient.

I wonder what my friends think?

Author: Community Marketing Research Institute

Source: Community Marketing Research Institute