Milo, a chocolate malt drink popular in Singapore, was looking to reinforce its bond with consumers. Nestlé Singapore and its agency Mindshare devised a campaign titled “Me & My Milo”, calling for consumers to share their personal Milo stories and showcase how they still enjoy it today. We connected Milo with our global community of creators and invited them to share what Milo meant to them through 30 seconds videos and prints.
In 4 weeks, our community provided 38 prints and videos from 15 countries. The winning entries were amplified online, through out-of-home media and in cinemas. The content truly resonated with consumers as the videos had a click-through rate of 5.01%, which is 3 times the industry average. And more importantly, during the campaign period, Milo’s market share increased by 1.8% compared to the year before!
Read the case study HERE
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