
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:
Festive Competition: Standing out in a saturated FMCG market during peak gifting seasons.
Cultural Authenticity: Creating content that honored traditions without appearing tokenistic.
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.