At the end of the year, major advertising awards are announced one after another. Junlebao's sports marketing case, 'Official Partner of China's Top Ten National Teams,' won two honors: the 2024 Busan International Advertising Festival Global Most Influential Innovative Marketing Award - Sports Marketing (Top Innovative Marketing Impact-Sports Marketing), and the 31st China International Advertising Festival '2024 Integrated Marketing Gold Case'.
Creative Strategy + Explosive Effect Junlebao Wins Two Authoritative Awards The reason for winning both the Busan International Advertising Festival and the China International Advertising Festival awards is due to Junlebao's excellent creativity and super explosive effect in this year's sports marketing case. From a creative strategy perspective, Junlebao chose to 'dominatingly' cooperate with ten national teams. This 'scale effect' successfully attracted public attention, labeling Junlebao as 'Designated Dairy Product for China's Top Ten National Teams' and 'Choice of China's Top Ten National Teams,' showcasing the brand's super strength, greatly enhancing brand image, and leveraging more voice and exposure. In terms of communication content, Junlebao produced a 100-second super-long advertising film 'Salute to China's Power,' perfectly combining sports spirit with brand image. The slogan 'Let the World See China's Power' also carries a double meaning of Chinese sports power and Chinese brand power. Through clever content design, Junlebao successfully established the brand image of 'Designated Dairy Product for China's Top Ten National Teams' in consumers' minds. In terms of communication strategy, Junlebao also adopted the current most popular 'One Douyin, One Xiaohongshu, One Focus Media' golden marketing paradigm. Online, it interacted with consumers on mainstream social platforms; offline, it dominated elevator ads in Focus Media across hundreds of cities, igniting 400 million urban mainstream consumers. Throughout the event, Junlebao linked online and offline, creating a phenomenal buzz, deeply impressing the public, and demonstrating the brand's attention to national sports, successfully boosting Junlebao's dairy brand value to a new level. It is worth mentioning that at this Paris event, the ten national teams Junlebao cooperated with achieved 19 medals, as well as historic breakthroughs in 4 events including BMX, artistic swimming team, artistic swimming duet, and rhythmic gymnastics team. Outstanding results became the focus of public opinion, also allowing Junlebao, which provided high-quality nutrition behind the scenes, to receive a large wave of traffic. Entering top-tier events with a winning move, winning two awards, Junlebao's sports marketing provides a golden example for the industry, and the perfect combination of sports spirit and brand spirit, as well as the emotional identity and emotional marketing created, also provide more new ideas and inspiration for dairy marketing.
Winning Three Category Championships Junlebao Brand Value Continues to Rise In 2024, Junlebao achieved remarkable results, not only winning two authoritative awards in marketing but also winning three category championships in products. This year, Junlebao yogurt grew against the trend, with the group and its low-temperature yogurt market share ranking first nationally; Junlebao Yuexianhuo fresh milk grew double for three consecutive years, ranking first in high-end fresh milk market share; Junlebao milk powder took the lead in passing European dual certification, achieving national sales leadership. On December 9, Junlebao specially invited 41 outstanding athletes and coaches from China's top ten national teams to gather in Sanya to witness the glory of the three category champions. World sports champions witnessed the rise of China's leading dairy enterprise. This scene of 'meeting at the peak' further reflects the 'gold content' and spiritual fit of Junlebao's cooperation with the ten national teams. It is precisely by relying on the 'champion spirit' of facing challenges and never giving up that Junlebao has achieved an exponential leap in brand value.
Junlebao's 'double-line success' in products and brand is inseparable from its super 'focus' strategy. In terms of products, it focuses on product upgrading and R&D hard power, investing 500 million yuan to build a Science and Nutrition Research Institute for efficient innovation, striving to solve bottleneck technologies. Currently, Junlebao has obtained 214 authorized patents, 51 scientific and technological achievements transformed, 16 provincial and ministerial level science and technology awards, and 6 international awards, solving the 'bottleneck' problem of probiotics and lactic acid bacteria fermentation agents, breaking foreign monopoly.
In terms of brand, it focuses on three aspects:
Focus on parent brand communication, leveraging the ten national teams to enhance brand awareness;
Focus on single product explosion, heavily investing in Focus Media, seizing opportunities, and concentrating firepower to detonate;
Focus on core top media to build a strong brand, forming a strong perception in consumers' minds.
As Wei Lihua, Chairman and President of Junlebao Dairy Group, said: The ultimate battle for products is the brand battle, and Junlebao's focus strategy is the key to achieving counter-trend growth.
With three product championships and two marketing awards, in 2024, Junlebao led the industry trend and achieved impressive performance. In the future, how Junlebao will leverage more brand value and growth space is worth everyone's expectation.