Our Newsletter of July 2013: Co-Creating Social Content That Moves Market Share

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

Read the July newsletter HERE

About Yannig

Yannig was Marketing Manager at eYeka, responsible for PR, communication and research. Interested in marketing, innovation and design-related topics, he also loves to free his head by cycling, running, reading or drawing. Yannig, who holds an MSc from ESSCA School of Management and a PhD from University Paris 1 Panthéon-Sorbonne, tweets under @YannigRoth and blogs at www.yannigroth.com
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