APU DAIRY LUNAR NEW YEAR CAMPAIGN: “SHINEHEN BAS AMTTAI”

Lunar New Year is a time of tradition, family gatherings, and of course, delicious food. At Apu Dairy, we embraced the festive spirit with our special marketing campaign, “Shinehen bas Amttai”—which translates to “Fresh and Tasty” in English. This campaign not only celebrated the holiday season but also highlighted the freshness and quality of our dairy products, sourced directly from Mongolian herders in the country’s vast and pristine countryside.

Client: Apu Dairy LLC

Date: 2025.02.01 - 2025.03.01

Project Team: 

CEO: Dovdonbalbar Togtokh

Senior Account Manager:  Munkhzaya E.

Account Manager: Nomin Adiya

Assistant Manager: Tergel 

Production: Lasso Studio

Production Director: Amin-Erdene Purevdagva

Video editor: Temuulen D “akaTken”

Videographers: Sainaa, Bud Lo, Amarsanaa, Buri

Production Designer: Turbold Tumenjargal, Temulin Temu

Illustration Artist: Enkhjin Y

The Story Behind the Campaign

The heart of our campaign was freshness—a core value of Apu Dairy. Every product Apu Dairy offers comes from pure, locally sourced milk, ensuring that Mongolian families enjoy the rich, natural taste of tradition during their New Year feasts. By reinforcing this message, we aimed to build a stronger connection with our consumers and emphasize the importance of supporting local herders and sustainable dairy production.

To bring our "Shinehen bas Amttai" campaign to life, we created a total of 13 pieces of content, carefully designed to capture the essence of Lunar New Year and resonate with our audience.

Dynamic Video Content – Our video content played a crucial role in engaging audiences and creating a lasting impression. 5 Short-Form DVC Reels (6 Seconds Each) – As part of the 2024-2025 marketing trend, we adopted the 6-second digital video commercial (DVC) format to keep our content short, entertaining, and highly engaging. This format helped us maximize viewership, retention, and social media engagement, aligning with modern audience behaviors and industry trends.

 Emotional Reality Content at Chinggis Khaan Airport – One of the most touching moments of our campaign was our collaboration with New Chinggis Khaan Airport on Bituunii Ödör (Lunar New Year's Eve). We surprised Mongolians returning home to celebrate the holiday with their loved ones, welcoming them warmly with Apu Dairy’s fresh milk—a cherished symbol of hospitality and tradition. Capturing their authentic, emotional reactions, this content became the highlight of our campaign, resonating deeply with our audience.

Influencer Collaborations – To further enhance engagement, we partnered with key influencers, leveraging their creativity and reach to connect with a wider audience. Their involvement added a relatable and interactive touch to our campaign, making our message even more impactful.

Through this diverse mix of content, we successfully blended modern marketing strategies with deep-rooted traditions, creating a campaign that was not only fresh and tasty but also truly meaningful for our audience.

Campaign Results & Impact 

The "Shinehen bas Amttai" campaign delivered remarkable results, showcasing the power of engaging and heartfelt content. 3 of our main content pieces surpassed 1 million views within a week, demonstrating strong audience interest and virality.

Total page views for the last month reached an impressive 11 million, reflecting the widespread impact and reach of our campaign.