China’s national college entrance examination (also known as Gaokao – 高考) is finally concluded. Over than 10.5 millions student approached the world’s toughest and largest exam.
Why does it matter? Every year the Gaokao is a huge topic in Chinese society, so of course brands try to come up with related campaigns to show their support. Interesting the Mengniu Dairy (蒙牛) marketing case study. Few days ago, the brand has launched a fun and interactive campaign that plays off of the well-known cultural habit that before every year’s national examination day, students and teachers will guess what questions will appear on this year’s exam.
The company gave the campaign a powerful slogan, “蒙什么都牛，做什么都对”, which means “Whatever you guess will be on the test paper”, sharing the questions it guesses will be on the exam on its milk box packaging.
Moreover, this brand has also created a video called “后题” featuring its mascot Niumengmeng (牛蒙蒙). The video is a spoof of a viral inspirational video Bilibili produced earlier this year about China’s younger generations called “后浪”. Thus, Mengniu was leveraging that hot topic to grab even more attention too.
Here 3 key elements of Mengniu campaign
- It is showing support and encouragement for students taking the Gaokao, a very important topic for all families in China.
- The slogan “蒙什么都牛，做什么都对” is very catchy. Not only incorporates the two characters “蒙” and “牛” that make up Mengniu’s Chinese name, but playing with omphones 蒙 – 梦，牛 – 有.
- Printing questions that might appear on the exam’s paper is interactive. It’s like opening gift, consumers don’t know what question they will get and it makes test prep (somewhat) fun.
The importance of Culture Marketing
Culture, expecially in China, holds a distinct and important value in marketing, and going very far from it, is not possible for consumers. Brands were previously the only master of their marketing and the only one to influence their environment. But nowadays Chinese consumption methodology has changed. Indeed, we are entering a new era more and more open on social media where the importance of culture has kept growing. To make their products essential, brands have all interest in using a three steps process, called cultural marketing, based on: Understanding, Planification, Exchange.