JIANMIN GROUP(SH:600976) Xin Lang Cai Jing·2025-10-31 01:36Core Insights - The collaboration between Jianmin Group's Longmu Bone Strengthening Granules and the third season of "Happy Journey" has won the "2025 Integrated Marketing Gold Case" award, highlighting the successful transformation from content to brand [2] Group 1: Marketing Achievements - Longmu Bone Strengthening Granules has been the exclusive title sponsor of "Happy Journey," which has connected with 33 cities over three seasons, hosting 34 outdoor concerts and generating over 567 trending topics, with a total online view count exceeding 6 billion [4] - The program has achieved nearly 300 trending topics online, with 22 on Weibo's main trending list and a total reading volume of 1.1 billion for the main topics CCTV Happy Journey and Happy Journey; Douyin has seen 119 trending topics with a total view count of 1.71 billion for related discussions [4] Group 2: Brand Engagement - In the third season, the brand established a deep emotional connection with users through the character "Longmu Xiaokong," which appeared as a guest and an honorary badge during the program [6] - The program incorporated interactive tasks that effectively transformed brand presentation into opportunities for audience emotional engagement, such as challenges in the dinosaur park where guests sang the brand's theme song to unlock experiences [8] Group 3: Brand Value Enhancement - The collaboration has elevated Longmu Bone Strengthening Granules from a health product to a cultural participant, integrating the brand into narratives of cultural confidence and heritage through a musical journey across 30 cities [10] - The "2025 Integrated Marketing Gold Case" award not only recognizes past achievements but also guides future directions, with Jianmin Group planning to continue focusing on children's health by developing higher quality products and delivering health care concepts to more families through diverse and warm communication methods [12]