With a whistle sounding in the early morning of December 15th, Beijing time, the 2022 Qatar World Cup semi-finals ended, France finally defeated Morocco 2-0, and entered the final with the Argentine team who defeated Croatia the day before. Four days later, whether Messi or Mbappe will win Hercules Cup , the suspense unfolds. For Mengniu , which holds two spokespersons, Messi and Mbappe, the fruits of victory were already picked in advance at the moment of the semi-finals. No matter who wins the World Cup championship in the end, Mengniu will be a stable champion and the "son of choice" in this World Cup marketing.
The "son of choice" behind the favorites to win the championship
World Cup is not only an arena for various teams and major stars, but also a show for brands to attract fans' attention, either betting on the championship team or betting on the image spokesperson, while Mengniu chose a double insurance form and signed two popular championship stars at the same time.
In terms of the choice of spokesperson, this World Cup has not yet begun to be very topical, especially as the last World Cup participated by veterans such as Messi, C Ronaldo , Suarez, Modric , Lewandowski , Neur , and Neur . It is also known as the "Battle of Ragnarok". Fortunately, Mengniu seemed to be predicting this link, and Messi + Mbappe's lineup made him laugh to the end.
Currently in this World Cup scorer list, Messi and Mbappe have both scored 5 goals, and no one can match it.
Mengniu and Messi’s fate began with 018 Russia World Cup , and then came to the 2021 America’s Cup , which realized its dream of winning the championship, and until this year’s renewal, we came to the Qatar World Cup. In this World Cup, from the group stage to the knockout stage to the semi-finals, Messi fully demonstrated the spirit of "no fearless adversity and perseverance", which is very consistent with Mengniu's "naturally strong" brand core.
And although Mbappe's fate with Mengniu has just begun, his outstanding performance and fighting spirit on the field will lay a solid foundation for the happy future cooperation between the two sides.
In the view of Mengniu President Lu Min, Lu Min, said: "Messi and Mbappe's growth process and playing style are very different, but there is one similarity, that is, they interpret the spirit of 'born to be strong' with their efforts and hard work inside and outside the stadium. Both of them can choose to endorse Mengniu and agree with Mengniu's product quality and natural to be strong. "
A few days later, Messi and Mbappe will achieve the second "historic same frame" in the World Cup stadium after the 2018 World Cup in Russia. Previously, in the commercial arena outside the stadium, Mengniu had already let these two club teammates and World Cup opponents have a special "in-frame".
All-round marketing brings long-tail effect
As the official sponsor of this World Cup, Mengniu gave this event a full face, and its marketing method is all-round and lasting.
horizontally, Mengniu is not only an official sponsor, but also a personal sponsor of Messi and Mbappe, but also has key exposure on the three major broadcasting platforms.
However, what is more direct than brand sponsorship is that Mengniu launched the "Kick Football! Strong Youth" charity event after the 2018 World Cup in Russia, selected many young players nationwide and led them to the World Cup. At the Qatar World Cup, Mengniu made full use of its rights as an official sponsor and brought the traditional Chinese sports " Cuju " balls, goal, jerseys, etc. to the FIFA Fan Festival exhibition area, showing the charm of Chinese sports culture and allowing fans from all over the world to immerse themselves in experience and experience.
vertically, Mengniu has made a diverse layout since the countdown to World Cup in 100 days.
Mengniu filmed and launched the emotional promotional film "Youth is only a few World Cups", which aroused netizens' memories of the World Cup, from the way of listening on the radio, to black and white TV, to color TV, to watching the World Cup under multi-screen interaction, Mengniu also used this to express that it "nourishes people's youth" over the years.
At the same time, Mengniu released customized packaging of national flags of 32 countries in the World Cup, which revitalized the World Cup product packaging quickly established a connection with fans to "understand me", and effectively precipitated the brand's emotional value assets, transforming fans' love for the event into favor of products. After
Mengniu's theme promotional video "To Go to the Battle" after
" links the will of "to be strong" to pursue dreams and the brand's unremitting pursuit of quality. Through this TVC, Mengniu's concept of "to be strong in every part of nutrition" can be effectively disseminated, so that more people can feel the brand's true care and warm companionship.
Mengniu's marketing is no longer a monotonous form of brand sponsorship, but pays more attention to creative expression and emotional connection, and uses vivid content to enable users to form an active "break the circle" communication effect.
All exposures during the World Cup, whether it is sideline advertising, Mengniu’s score cards on Douyin, or Mengniu’s wonderful replays, have brought huge exposure to this dairy giant. According to Mengniu data, the brand's overall exposure to the World Cup is expected to reach 20 billion. It is expected that after the end of the World Cup, Mengniu's investment during this period will continue to bring a long-tail effect.
As a world-class sports event, the World Cup not only has extremely high IP popularity, but also has long-term traffic value. For a long time before and after the game, topics related to the World Cup will continue to lock in the public's attention.
World Stage Continuing Champion Story
Can become a leading enterprise in "Chinese milk", which is naturally inseparable from large-scale marketing. In addition to being a high attention and suitable as a carrier of brand communication, sports events also convey the spirit of hard work, enterprising and vitality, which is more in line with Mengniu's needs to bind its own brand image to the positive sports spirit.
Previously, Mengniu became the official partner of Chinese Football Association Chinese Team and the China Youth Football League, and also signed several sports stars as brand spokespersons; in 2018, Mengniu not only became the global official sponsor of the World Cup, but also signed Argentine football superstar Messi to become his brand spokesperson.
This year, the Chinese women's football team returned to the top of Asia. Mengniu quickly followed up to reward the women's football team, demonstrating its firm support for China's sports industry.
In addition, Mengniu's sports marketing has also penetrated into the fields of basketball, track and field, swimming, cycling and fencing, and has cooperated with more than ten sports events.
In many sports marketing cases, Mengniu hits hot topics many times, maintains the sustainability of the topic, and focuses on stimulating resonance effects among consumers, so as to achieve the penetration of the brand among consumers.
corresponds to sports spirit, Mengniu's transformation and growth from "prairie cow" and "Chinese cow" to "world cow". Hong Kong Bank latest 2022 "Top 20 Global Dairy Industry Rankings", Mengniu rose two consecutively, ranking seventh, setting a record high in its global dairy rankings, and becoming the only Chinese dairy company on the list to achieve a ranking increase.
As the leader of China's dairy industry, Mengniu will continue to write the championship story on the world stage like Messi and Mbappe, firmly promote the international development strategy, accelerate the construction of a new pattern of dairy development, and make positive contributions to enhancing China's dairy industry's global voice and promoting the building of a global dairy community.
