The coolest tribe around

YAMI Yoghurt is arguably one of the most successful, soft serve, take away yoghurt brand in Singapore. It  delivers not only consistent products but also continous innovation in its range of localised flavours.

More importantly, YAMI marketers had started their own tribe or ardent fans which rank in the thousands today. Yes, they are possibly the 'coolest' tribe around in Singapore; The YAMI tribe. Here are more examples of their marketing strategies using some of the concepts I mentioned earlier like Brand Platform and Consumer Stardom. Drawn from their very own tribe influences to promote the brand!

Brand Platform: YAMI FaceBook Page, YAMI Twitter and even a recently launched YAMI Times for e-coupon cutouts and deals. A multi platform approach that singularly point towards creating buzz and talk for the brand. All these without spending tons of money on ads, ads, ads. Good job. 

Consumer Stardom: You can find these YAMILebrities displayed at their counters featuring their very own tribe members. She looks pretty hot in such a cool tribe. :)

Picture taken from YAMI Yoghurt FaceBook Page


I have got a small request. Can we have YAMI yoghurt that does not look like a regular soft serve ice-cream? Some innovation please? If  YAMI can reinvent their unique way of serving YAMI yoghurt, it will surely be another remarkable product like the cone pizza. Same product but different delivery, worth taking another look. Let YAMI tribe followers have more things to talk about the brand and hopefully spread the word. YAMI's future looks promising in the days to come, scoring in brand engagement.

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