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MILO

Sport is a great teacher, Mum is a great coach

MILO has become one of Australia’s most iconic products, having been enjoyed by generations of Australians.

How do we increase consumption frequency, shift key brand metrics and connect emotionally with mums?

Objectives

Enhance MILO’s emotional connection with mothers and increase product consumption by showcasing the brand’s support for family sports and the valuable life lessons they impart, reinforcing the positive role of parents in their children’s development.

Insight

Mums are doing the best they can, but often wonder whether they are doing a good job raising their kids.

The idea

Create a digital campaign for social media with 6 real life Aussie families that demonstrates how organised sport teaches kids plenty of life lessons, while at the same time celebrating and thanking the parents of Australia for making it happen.

The Results

15%

uplift in digital brand awareness

9%

uplift in brand advocacy

5.5%

uplift in brand attributes

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