Cai Jing Wang·2025-12-29 13:27Core Insights - New Hope Dairy successfully utilizes emotional resonance and innovative storytelling in its microfilm "Chinese Style Freshness" to engage consumers and enhance brand marketing [1][2] - The film has been recognized as an influential communication case in the 2025 New Consumption and New Economy Awards hosted by Caijing [1] Group 1: Marketing Strategy - New Hope Dairy employs a unique narrative structure that combines unexpected plot twists with relatable parenting themes, making the content engaging and humorous [2] - The four short films target common parenting issues such as overbearing parenting and blind comparisons, allowing viewers to connect emotionally while being entertained [2] - The campaign encourages user participation and discussion on social media, enhancing brand visibility and connection with the audience [2] Group 2: Product Strategy - New Hope Dairy focuses on the low-temperature dairy segment, offering products like "24-hour fresh milk" that promise superior nutritional benefits compared to regular milk [6] - The product lineup includes probiotic yogurt and natural, additive-free yogurt, catering to family health needs and emphasizing the concept of freshness [6] Group 3: Brand Positioning - The brand integrates its products into everyday family scenarios, reinforcing the message that New Hope Dairy products are essential for a fresh and healthy lifestyle [12][7] - Local dialects are incorporated into the film to enhance relatability and strengthen the brand's connection with regional consumers [13][17] - New Hope Dairy's strategy emphasizes localized marketing and product offerings, aligning with current trends towards personalized and community-focused business models [17][18]