Facing tough competition to gain the attention of technologically savvy young parents, Yili-owned baby milk formula brand JinLingGuan (JLG) decided to make its own smart speaker, aimed entirely at parents.
Working with Mindshare in China, the brand established that the smart speaker trend was gaining enough pace that it was the perfect opportunity to create a service that helps young parents with advice. Instead of using traditional advertising, it created a utility for young parents, who increasingly seek advice from the internet instead of friends or family.
According to Mindshare, 62.5% of young parents in China worry they are Read full story ›
Source: The Drum
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