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Yakult – Lunar New Year & Mid-Autumn Festival Campaigns

Learn how Yakult achieved 380M+ impressions and a 25% sales surge using AI-curated influencers for culturally resonant health campaigns during key Chinese festivals.

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Client Overview


Yakult, the global leader in probiotic beverages, sought to strengthen brand loyalty in China during Lunar New Year (LNY) and Mid-Autumn Festival. The campaigns positioned Yakult as a symbol of family wellness, aligning with traditions like reunion dinners and mooncake gifting.


The Challenge


Yakult encountered three hurdles:


  1. Festive Competition: Standing out in a saturated FMCG market during peak gifting seasons.


  2. Cultural Authenticity: Creating content that honored traditions without appearing tokenistic.


  3. Scale: Managing partnerships with 50+ influencers across multiple regions and platforms.


Strategy & Execution


InfluenConnect crafted a dual-festival strategy rooted in cultural storytelling:


  • Festival-Specific Influencer Matching: For LNY, the platform prioritized creators specializing in family wellness and holiday recipes. For Mid-Autumn Festival, influencers with expertise in mooncake pairings and lifestyle content were selected.


  • Hashtag Challenges & Educational Content: Campaigns included the trending hashtag #YakultWellnessJourney, recipe videos featuring Yakult as a “health blessing,” and mooncake pairing guides emphasizing digestive benefits.


  • Budget Efficiency: Transparent rate cards and bulk collaboration discounts saved 15% in negotiation time.


Results


The campaigns cemented Yakult’s role in festive traditions:


  • 380M+ Impressions: Content trended across Douyin and Weibo, reaching 15 Chinese provinces.


  • 25% Q4 Sales Growth: Driven by festival-driven demand and influencer promotions.


  • 70% Faster Influencer Search: AI tools identified ideal partners in 5 days versus 3 weeks manually.

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