Joyoung

Objective

Joyoung set out to reposition the blender from an often-overlooked kitchen appliance into a smart, everyday wellness tool essential to modern family nutrition.

Strategy

Joyoung partnered with nutritionist Gu Zhongyi to launch “Daily Nutrition Blender Cooking Packs” based on Traditional Chinese wellness concepts. Tailored for diverse health goals, the campaign fused expert credibility, automated recipe innovation, and influencer storytelling to introduce a new usage model for the blender.

Result

The campaign successfully transformed consumer perception, sparking widespread interest in blender-based wellness and achieving top-tier digital performance.

4,000,000+

impressions generated through KOL marketing

100,000+

total user engagements

#1

ranking for Y8 audience assets consistently

128%

above industry average in product page reach rate