Daily Fresh Youhu A2 Fresh Milk New Product Launch Event Planning and Execution

Recently, high-end milk brand Daily Fresh conducted a precise two-way communication with its target users at the launch event for its Youhu A2 fresh milk. Through this restrained marketing approach, Daily Fresh prompted more people to think about how to build long-term trust with users, rather than merely focusing on product-based marketing activities.

Effective communication stems from precise insight

We often say that everything should be tailored to the specific situation. If we translate this into marketing language, it means achieving precise communication with target users.

How to communicate? That brings us back to the product's positioning itself.

The Youhu A2 β-casein fresh milk launched by Daily Fresh this time is a liquid dairy product made from A2 β-casein milk through processes such as pasteurization. It is mainly targeted at infants and young children, with the communication audience being young mothers.

According to the "Insights on Mothers Born After 1985 and 1995" report released by Mob Research Institute, mothers, whether born after 1985 or 1995, generally have a higher level of education, stricter requirements for product quality, and are willing to actively participate in discussions and screening of fresh milk product quality. Therefore, for these smart mothers, the brand communication strategy must be more targeted.

Daily Fresh found two breakthroughs for communication.

1. At the brand level, invite industry experts for top-level endorsement.

At this new product launch event, Daily Fresh specially invited Cui Yutao, a top domestic parenting expert, to attend the on-site micro-forum and interact closely with guests and the audience from dimensions such as scientific parenting and fine feeding.

Research has found that most children experience milk transition issues mainly because A1 β-casein in milk generates BCM-7, which can easily lead to type I diabetes, immune and digestive disorders in infants and young children.

In contrast, Daily Fresh Youhu's A2 β-casein fresh milk is closer to breast milk and easier for children to absorb, fundamentally solving the pain point of difficult milk transition for users.

Unlike the sharing-and-selling approach of maternal and child KOLs, Cui Yutao's sharing content placed more emphasis on the popularization of parenting knowledge. Through in-depth interpretations of questions such as "What exactly is fresh milk? Is fresh milk suitable for babies? At what age is it appropriate to drink fresh milk?", he not only filled the knowledge gaps of mothers regarding fresh milk feeding, but also conveyed the high-quality characteristics of Daily Fresh Youhu A2 β-casein fresh milk from a third-party perspective.

As a fresh milk brand that is a new benchmark for high-end fresh milk in China, Daily Fresh established authoritative recognition and trust in the public's mind at the brand level by inviting industry opinion leaders for professional endorsement.

2. At the product level, achieve precise matching of user needs.

Needs originate from scenarios. So, in the product consumption scenarios, what core user pain points can Daily Fresh Youhu A2 β-casein fresh milk solve?

The first is the anxiety of milk transition for children. It can be said that every child inevitably faces the transition from formula milk to fresh milk. In the past, many children experienced discomfort symptoms. How to shorten this process is a concern that mothers pay close attention to.