“听劝式”营销翻车：伊利砸千万签马伊琍，让蒙牛天猫销量翻3倍

Core Insights - The marketing campaign by Yili featuring actress Ma Yili has inadvertently boosted Mengniu's sales, with Mengniu's Tmall sales tripling overnight due to a viral comment related to Yili's campaign [1][5] - The "listening persuasion" marketing strategy employed by Yili has received mixed reactions, showcasing both its potential benefits and risks [5][7] Group 1: Yili's Marketing Strategy - Yili quickly signed Ma Yili as a brand ambassador and launched a series of promotional materials, which gained significant social media traction [1][3] - The campaign aimed to create a relatable brand image and enhance user engagement, earning Yili the title of "Listening Persuasion King" [3][5] Group 2: Impact on Mengniu - Mengniu benefited from the viral comment "shake before drinking," which resonated with consumers and led to a significant increase in their sales without any advertising costs [5][7] - The comment triggered nostalgia among consumers, linking back to Mengniu's classic slogan, thus enhancing brand visibility [3][5] Group 3: Positive and Negative Effects of "Listening Persuasion" Marketing - Positive effects include the ability to create a relatable brand persona and foster closer connections with consumers, as seen in successful examples from other brands [5][7] - Negative effects highlight the risk of losing control over brand messaging and potential reputational damage if the public narrative turns unfavorable [7][8]