Dongfang Huang joined the Brand Management Department of Yili Group in 2015 after graduating with a master's degree. He progressed from a management trainee to assume the role of Brand Deputy Director, possessing extensive expertise in brand strategy, integrated marketing, product innovation, and cross - divisional integration across the entire brand marketing spectrum. Currently, he is responsible for the brand management and integrated marketing communications of Yili. He has led the team in creating several notable marketing campaigns.
During festive seasons, brands go all out to capture attention in the shortest time possible. But in a highly competitive market, breaking through is no easy feat. Yili, however, has achieved viral success for three consecutive years with its Chinese New Year campaigns.
- Year of the Rabbit: Yili’s "Rabbit Dance" took the internet by storm, sparking a nationwide dance challenge and amassing over 2.9 billion views.
- Year of the Dragon: The catchy "HaHa Song" spread laughter across the nation, its infectious rhythm turning it into an emotional high point of the holiday.
- Year of the Snake: Partnering with comedian Jia Bing, Yili launched "New Year’s Best Buddy," a campaign packed with relatable humor and festive warmth, securing a three-minute social media takeover and igniting online conversations.
What’s the secret behind Yili’s viral success? How does it tap into festive emotions and craft campaigns that resonate and spread like wildfire?
(Source: Yili)