Hongjiaoyi supported Friso launch the largest Tmall broadcast in brand history. In an innovative approach, instead of common Celebrity + Event”branding broadcast, Hongjiaoyi highlighted the brand uniqueness. To emphasise and share a long history of trusted quality of the Friso family owned farms through generations in Holland, HongJiaoYi arranged for a Friso farmer and his cows to be on the broadcast in collaboration with influencers. Hongjiaoyi was able to drive significant traffic to this broadcast. The innovative “Broadcast + PGC + EC”method showcased to the customers the great quality of Friso dairy product and developed a relationship of trust between the brand and consumer.