Challenge
Milk is not added as an essential product to shopping lists in the average Flemish household. Young people in particular often see it as a drink rather than a versatile product. So we wanted to see a change in behavior in young people: milk belongs to the shopping list because I need it for several things. So we came up with a year-long influencer campaign to raise awareness.
Audience
Milk is a product for everyone, but not as versatile for young people. That’s why we wanted to focus on them.
Approach
We locked in 2 ambassadors and 10 influencers for the whole campaign. First of all, we organized a workshop with a food scientist and invited the selected influencers/ambassadors. In the test kitchen, theory was playfully converted into practice, with taste, chemistry and creativity around milk as guidelines.
Our 2 ambassadors received “milky mystery boxes” on a monthly base which ran like a common thread through the campaign and took place throughout the year, alternating with other campaign moments. Followers could choose secret ingredients and assignments via the @Melkmoment page on Instagram, after which the ambassadors used this input to create surprising dishes. Finally, everyone gathered at the milk soirée for an epic battle of the mystery boxes between the ambassadors, whilst enjoying all the nice meals.
Result
All publications together have reached 1,400,000 people. Thanks to this impact, we have achieved an earned media value of 95,600 euros, resulting in an ROI of 234.53%.
results
266 stories
30 feed posts
95K media value
234.53% ROI