JinLingGuan: AI Baby Expert
JinLingGuan (JLG), the IMF brand under China’s dairy giant Yili, has dedicated itself to infant milk research over the last 17 years by building up its image as the ‘infant nutrition expert’. Nevertheless, it faced stiff competition from fast rising local players and dominant international brands. China’s young, modern, tech-savvy generation of parents born after 1990 represent a generations under China’s one-child policy. Growing up alone as China’s internet economy boomed, they developed extreme independence, turning to the internet for solutions rather than relying on others.
Objective
Build JLG’s brand image as the ‘infant nutrition expert’ among young, tech-savvy Chinese parents and drive sales.
Insight
Becoming a parent is difficult. Balancing sleep deprivation, a crying baby and thousands of errands, a new born couldn’t be more physically demanding. It’s also mentally demanding. 62.5% of young parents in China worry they are not good enough for their children (Source: China Societal Network), while more than 70% of mothers experience postpartum anxiety (Source: Mmyuer.com).
Creative Idea and Strategy
Unleashing JLG’s role as an infant expert, we discovered a way for JLG to help new parents in China alleviate their stress and anxiety, without feeling ashamed about asking for help. We partnered with Xiaomi, the leading smart speaker manufacturer in China, and created the ‘AI Knowledge Expert’ for the MI Speaker, bottled with over 17 years’ worth of Chinese mothers’ tips, as well as infant-related research.
The speaker allowed China’s generation of tech-savvy parents to naturally seek help without shame from their most trusted source, using voice technology to unlock immediate and scientifically-backed answers to their pressing parental questions, hands and stress free – essential for a new parents juggling multiple tasks.
Execution
JLG bottled years of maternal research into Xiaomi’s MI Speaker. We selected 1,200 mom and baby related questions and answers, from “How many times should I feed my baby?” to “What posture should my baby sleep in?”, and pre-loaded these into Xiaomi’s MI speaker.
In all answers, only facts backed by science and research were presented, ensuring reliability and trust from parents. To guarantee all answers were neutral and credible, JLG did not promote its products, nor claim a superior product. Insteach, each answer ended with the prompt, “Answers provided by research experts at JLG” to ensure brand connection.
The bespoke speakers were given out as gifts when parents purchased more than a month’s supply of milk powder from JLG. To tap into the large pool of existing MI Speaker owners, they were also given full access to the content.
Finally, we promoted the collaboration on China’s top mum and baby reality show, ‘Fantastic baby’, demonstrating how easy it was to use the speaker live on camera.
Results
The campaign was an instant hit among young parents. By tapping into the next generation of tech-friendly parents and their smart MI speakers, JLG provided parents with a frictionless, truly innovative technological and JLG-branded solution to their parenting woes.
The campaign achieved fantastic results, enhancing JLG’s image as a tech-savvy infant nutrition expert with an overall media cost of $0.
Over 60% of Xiaomi’s MI speaker users asked questions to their speakers at home, resulting in close to 55 million Q&A sessions, 210% more than expected.
This smart collaboration drove over USD$2.2 million (RMB¥15 million) in sales. All 10,000 gift sets sold out.