Hylink’s MengNiu “Nest Compass” Campaign Wins Best in Marketing Effectiveness


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Santa Monica, CA

To close out 2018 on a particularly high note, the Hylink team walked away from London International Awards’ (LIA) ceremony in Shanghai with a shiny ‘Best in Marketing Effectiveness’ trophy.

The recognition was received for our MengNiu “Nest Compass” campaign, which centered on the sentiment that Chinese New Year is a time for family reunions and dreaming of the warmth that awaits at home. Understanding the importance of the holiday, Hylink created the “Nest Compass” game for MengNiu to further enhance awareness of its product, Pure Milk. The campaign utilized Baidu Maps which, upon entering a person’s home address, displayed the user’s direction and respective distance from home through a “compass.” To reach a broad target audience, Hylink also launched an H5 page and a WeChat mini program. By connecting MengNiu Pure Milk with the feeling of home, the campaign successfully transformed consumers’ resonance of family into an emotional appeal toward MengNiu’s product.

Since its inception in 1986, LIA has recognized creative excellence in all forms of media. In 2018, LIA established the Chinese Creativity Awards to recognize work produced solely in the Chinese language. The jury is composed of high-ranking creators ranging from chief creative officers to art directors that have been instrumental in pushing for elevated advertising work in Chinese markets.

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