M05. Social Media

Media Awards

Yili’s QQ Milk, a nutritious milk beverage for children, wanted to boost sales by positioning itself as a provider of well-rounded, healthy lifestyles.

Tapping into the rich and immensely popular IP of China’s National Museum – the Louvre of China – the team set out to create a unique AR experience that would bring China’s national treasures from the last five centuries to life. Parents could scan a bottle of QQ Star Milk – with unique, special edition packaging to represent China’s treasures – to enter the immersive world of China’s National Museum’s exhibits, allowing their children to interact and learn about China’s history from fun loving animated treasures.

To encourage parents to buy a bottle and get scanning, we created a social challenge on China’s hottest short-video app, Douyin and drove immense buzz through key opinion leaders from China’s top parenting platforms.

  • Prizesilver
  • Campaign TitleQQ Star Milk's Night at the Museum
  • AgencyMindshare China
  • Credit Client BrandQQ Star Milk
CREDITS OF PEOPLE