Challenge:

Dedicated to driving the brand's rejuvenation, the main audience is targeted at the 14-18 year old student population.

August to September is the summer holiday time for students, most of whom stay at home for long periods of time without any energy.

Strategy:

Executed in the language of young people, it effectively brings the brand closer to consumers. At the same time, innovative interactive gameplay is used to attract consumers.

• Precise targeting:

Using a combination of mobile phone LBS geolocation services and exercise step data, young users with less than 2,000 exercise steps are found.

• Consumer-created native content:

Invite a number of KOLs to create creative video content on social media platforms that young users like to use

• Celebrity Collaboration:

Invite "Li Dang", the star of the "talk show" world, to create a trolling conference for students, and produced as a fun interactive video, viewers can share to friends in a customized version.