Mengniu pours Olympics success with Weibo and Douyin

Never a brand to fade into the background, Mengniu, one of China’s biggest manufacturers of dairy products and ice cream, has tapped into Olympics buzz to create hype for the brand, utilising Douyin and Weibo for podium success.

Mengniu’s partnership with the Paris Olympics showcases its unparalleled ability to leverage sports events as a platform for enhancing its brand image and deepening market penetration. The brand’s marketing strategies consistently demonstrate an astute blend of precision and creativity, making them a prime example of how to successfully integrate brand values with the spirit of sportsmanship.

Already a pioneer in sports marketing in China, Mengniu has forged long-term partnerships with prestigious sporting events, while also having coined numerous sports-related terminology that resonates deeply with the nation. The International Olympic Committee’s announcement of Mengniu’s sponsorship spanning from 2021 to 2032, encompassing both Winter and Summer Olympics including the Paris edition, underscores the brand’s commitment to sustaining this synergy.

The brand turned to two of the hottest platforms in China to stay on top of key social chatter and the all-important younger demographic: Douyin and Weibo. Seamlessly integrating Olympic-themed content on the platforms, Mengniu hosted live broadcasts, interactive sessions and product promotions for users.

Mengniu grabbed gold this Olympics, and their activations across Douyin and Weibo were their best play. Through smart media selection on Douyin, including a live broadcast event, clever content blending Olympic narratives, brand culture, as well as interactive elements and professional KOL endorsements from Deng Yaping and Tian Liang, the platform was a runaway success story.

The numbers speak for themselves, with Douyin’s #100WaysToSeeTheOlympicGamesInParis tag and related topics amassing over seven million views, and Weibo’s #WhenYouGoToParisToWatchTheOlympicsComeFindMengniu reaching 150 million reads. During the campaign period, the brand’s social buzz volume soared to 1.6 million, and its favourability rating jumped from 79.8% to 89.9%, demonstrating the effectiveness of Mengniu’s strategic approach.