California Milk Processor Board Digital BEDTIME STORIES by GALLEGOS United


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Industry Milk
Media Digital, Interactive & Mobile
Market United States
Agency GALLEGOS United
Associate Creative Director Saul Escobar Associate, Curro Chozas - Acd
Creative Director Paul Lucker
Art Director Paula Oliosi, Charlie Davis
Producer Mechi Serrano, Guido Rutenberg
Strategic Planner Danny Gonzalez
Production Flamboyant Paradise
Released May 2013


Cannes Lions 2013
Media Lions Product & Service; Fast Moving Consumer Goods Bronze

Credits & Description

Type of entry: Product & Service
Category: Fast Moving Consumer Goods
Product/Service: MILK

Sound Engineer: Gonzalo Ugarteche (Juice West)
Producer: Mechi Serrano (Flamboyant Paradise)
Producer: Guido Rutenberg (Flamboyant Paradise)
Executive Producer: Javier Lourenco (Flamboyant Paradise)
Associate Media Planner: Sharon Cooper (Grupo Gallegos)
Junior Account Planner: Carlos Arias (Grupo Gallegos)
Strategic Planner: Danny Gonzalez (Grupo Gallegos)
Associate Planning Director: Luis Miranda (Grupo Gallegos)
Account Executive: Sandra Ochoa (Grupo Gallegos)
Account Director: Kymberly Spector (Grupo Gallegos)
Group Director/Marketing Solutions: Montse Barrena (Grupo Gallegos)
Director/Broadcast Production: Carlos Barciela (Grupo Gallegos)
Associate Creative Director: Saul Escobar (Grupo Gallegos)
Associate Creative Director: Curro Chozas (Grupo Gallegos)
Creative Services Supervisor: Barbie Maraviov (Grupo Gallegos)
Art Director: Charlie Davis (Grupo Gallegos)
Art Director: Paula Oliosi (Grupo Gallegos)
Creative Director: Paul Lucker (Grupo Gallegos)
Group Creative Director: Juan Oubiña (Grupo Gallegos)
Chief Creative Officer: Pablo Buffagni (Grupo Gallegos)

Results and Effectiveness

While direct sales results cannot be stated, the most recent consumption study indicates directional increases of around 7.5%. Moreover, the tracking revealed that a 'positive attitude' and 'helps you sleep better' were effectively communicated, proven by being the attributes with the greatest delta between non-aware and ad aware Hispanics (+28%).
In terms of traditional performance metrics, we can report a substantial engagement as a direct result of the campaign.

• Facebook fans increased by over 34,000 (+61%).
• Social media engagement rate was 3.94% (18x stronger than industry average).
• Nearly 30,000 video views on YouTube.
• Over 6,000 storybook downloads.
• Nearly 80% of Shazam engagements further interacted with the mobile site.

Creative Execution

We placed the 'It’s Time to Go to Bed' campaign across multiple touch points ensuring that the combined effort reached our intended consumer in the right mindset and at exactly the right time.

TELEVISION - Aligning with Hispanic Moms nightly viewing of their favorite soap-operas, we road-blocked the two largest Spanish language television networks.

SHAZAM - We partnered with Shazam to leverage moms’ propensity to use their smart phone while watching TV. Once Shazam identified the video and song, parents could download the storybooks, re-play the video, leave comments and share with friends.

RADIO – W aired :15 spots in the late afternoon and early evening to increase tune-in.

STORYBOOKS - We distributed 140,000 storybooks at pediatricians’ offices though out California via 'Ser Padres' magazine. Digital versions of the books were made available on Facebook with display, search and social media driving to them.

Insights, Strategy and the Idea

Bad news – U.S. milk consumption has been declining for decades, thanks to fragmented breakfast occasions and growing drink options.

Good news - years of marketing Milk’s benefits stemmed the decline in CA. Our campaign introduced the emotional territory of 'Positivity', beyond milk rational benefits. Consideration and consumption reached an all time high with CA Latinos.

Challenge - how much further could we 'milk' the breakfast occasion?

Solution - Leverage media to create a new ritual around BEDTIME. With the insight that parents were struggling to balance the demands of work and family, we communicated to Moms that milk at night would help their kids sleep better, while creating a bonding activity.

Reminiscent of TV segments that are commonly used in Latin America, we developed the animated video 'It’s Time to Go to Bed,' and a series of bilingual bedtime storybooks that integrated milk consumption into the story.