Make Mine Milk

The Make Mine Milk campaign is the English version of Got Milk – which is a campaign dedicated to encouraging kids and teens to drink more milk! This was an integrated campaign which consisted of social media, PR and advertising elements. With a very low budget, our team had to be very creative with the content and ideas they had.

The overarching objective of the campaign was to encourage more milk consumption amongst teenage girls. The campaign used celebrity endorsement to engage with teens on social media specifically on Facebook and YouTube, with support from Twitter.

Every three months a new celebrity was chosen by researching which celebrities teenagers were engaging with and by asking the Facebook community. Each celebrity offered a different experience/opportunity – whether this was access to an exclusive event, a competition or exclusive content, each mini campaign had its own objectives.

As a result of the success from the campaign there was a significant increase in sales of milk for the first time in 20 years; teenage milk consumption grew by 18%, and the YouTube channel received almost 1 million YouTube views. This campaign also went on to win the following awards:

Best Use of Social Media (Some Comms Awards 2011)
Best Use of Facebook (Some Comms Awards 2011)

Best Social Media Campaign (Golden Hedgehogs 2012)
Best Campaign on a Low Budget (Golden Hedgehogs 2012)

Best Social Media Campaign (International Dairy Innovation and Elpak Dairy Marketing Awards 2012 )

Best Low Budget Social Media Campaign (UK Social Media Communications Awards 2012)

Make Mine Milk

The Make Mine Milk campaign is the English version of Got Milk – which is a campaign dedicated to encouraging kids and teens to drink more milk! This was an integrated campaign which consisted of social media, PR and advertising elements. With a very low budget, our team had to be very creative with the […]

Client

Make Mine Milk

Date

September 17, 2015

Category

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