Milk sales in Britain were in a 20 year decline – why was this and how could we turn it around?
Kindred identified teenage girls as the core group who were not consuming milk, as peer pressure replaced mum’s influence from the age of 11. We also understood that to change their behaviour, we needed to create a campaign and community based around the lifestyle and language they identified with and aspired to – that would successfully reposition milk over time. The campaign appropriated the use of celebrity, regularly launching high profile “milk tash” ads on bus sides, posters and press. Original celebrity based content was generated and fed through social channels to build online communities and maintain high levels of engagement.
The market has been completely rejuvenated. Overall consumption of milk by volume has increased by 3.9% with consumption by teenage girls up by 18%. Based on the annual consumer spend of £2m, the MMF calculates that the increase in milk consumption equated to £56.6m in sales revenue, delivering a staggering campaign ROI of 28:1. Aside from emotional and rational KPIs soaring, communications targets were all hit with over 1,500 pieces of strong PR coverage generated, over 130,000 active fans attracted onto Facebook, one million content views on YouTube and eight marketing effectiveness awards received to date.
One more thing
The team turned around a pop up gig featuring campaign stars ‘The Wanted’, performing on a fully branded open top bus near Tower Bridge, in only 5 days. Social media and a partnership with Capital Radio helped ensure over 4,500 teenage girls turned up.