2021 Transform Awards,
Ylab wins a Silver & a Bronze
The 2021 Transform Awards results have recently been revealed, and Ylab is honored to have won a silver and a bronze.
Ylab x Unilever’s Truliva project has been awarded Silver for the "Best external stakeholder relations during a brand development project," and Ylab x Bayer’s Bellerain project has been awarded Bronze for the "Best development of a new brand within an existing brand portfolio."
Below are the comments from the Transform Awards judges:
Review of the winning works
Asia has the richest water resource in the world, yet more than 700 million people in Asia are facing a drinking water shortage. Sanjiangyuan lies in China’s Qinghai province and is known as the “Asian water tower.” Three major Asian rivers, the Yangtze river, the Yellow River, and the Mekong River — all have their origins here. Today, Sanjiangyuan is facing severe pollution problems, which is going to impact the billions of Asians it helps nourish.
Although there are recent improvments in national health awareness, the water purification category still faces severe market competition due to the entry of foreign brands and cross-category brands. As a leading brand in the water purification category for 22 years, Truliva has been looking for opportunities to stand out among competitors and establish itself as a leader in the industry. Enhancing Sanjiangyuan’s water environment is a great way for Truliva to reclaim its industry leadership, expertise, and brand responsibility.
Ylab created the ten-year public welfare IP platform, “Sanjiangyuan Truliva Project,” with the first year’s slogan #LikeRealStream#, to solve Sanjiangyuan’s water issue. The project won strong support from all partners and helped raise awareness of the current issues Sanjiangyuan’s water environment is facing and the role of Truliva in the project, fulfilling Truliva’s brand vision of “May every family has access to healthy drinking water.”
As of May 12, 2021, the event has had 360 million exposures, 10 million video views, and 1 million active interactions.
Nowadays, the lifestyle and needs of Chinese consumers’ have become increasingly personalized and diversified. With an upgraded consumption concept, manicures and tattoos have been gradually accepted and popularized. As a result, skin irritation, sensitivity, injury, and inflammation are common problems.
In response to such market demand, Bayer Bellerain was launched. Bayer has over 100 years of pharmaceutical experience and has rich knowledge in the field of dermatology worldwide. In China, however, Bayer has never launched a skincare brand.
How can Bayer establish credibility for Bellerain in such a competitive industry? How can Bayer differentiate itself from other skincare brands? How can Bayer make the brand more impressive among consumers?
Ylab grasped the largest inherent advantage of the brand — the pharmaceutical experience of its parent group Bayer. As many brands have cooperated with hospitals and laboratories to launch products, we defined Bellerain’s brand positioning as ”leveraging pharmaceutical experience to make skincare products.” Consumers were able to immediately recognize that the brand is an established professional dermatological skincare brand and not like other market newcomers.
We helped Bellerain find its brand positioning, designed a concept for its core technique, and created key visuals and icons for people to remember the brand and its product selling point, which helped the brand launch successfully in the Chinese market.