MILK WITH EMOTIONS for SWEDISH DAIRY SOCIETY

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MILK WITH EMOTIONS

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Industry Milk
Media Promo & PR, Case study
Market Sweden
Released July 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: SWEDISH DAIRY SOCIETY
Product/Service: MILK
Creative: Caroline Jungsand (Prime PR)
Key Account Manager: Jennie Nyberg (Prime PR)
Project Assistant: Sofia Karstensen (Prime PR)
Project Manager: Janina Blomberg (Svensk Mjölk)
Project Manager: Kerstin Wikmar (Svensk Mjölk)
Media placement: Media Collaboration - Www.veckorevyn.com - 1 October 2008
Media placement: Sampling - 4 Occasions - Veckorevyn Blog Award, Åre, Hultsfred, Friends Day - 17 October 2009
Media placement: Internet Films - 3 Different - Youtube, Vimeo - October 08, January & June 09
Media placement: Own Channels - Www.moodie.se, Facebook, Flickr, Twitter - October 2008 And Forward
Media placement: Competitions On Blogs - Various - October 2008 And Forward
Media placement: Digital Moodie Bar (Game) - Www.veckorevyn.com - Jan 2009 To April 2009
Media placement: Publicity - Approx 15 Articles - Daily Newspapers, Local Papers, Trade Magazines - February
Media placement: Milk Cartons - Dairy Company Arla's Milk Cartons - April And June 2009

Summary of the Campaign

Girls often stop drinking milk when they are teenagers, and afterwards, when they become mothers, they don’t serve milk to their children. Milk contains calcium and vitamin D, important for building and maintaining strong bones, which is particularly important for young girls. The Swedish Dairy Association used to target their communication at school nurses and canteen staff, using mostly health arguments to get their message across. As the message didn’t reach the target group effectively, the Swedish Dairy Association decided to communicate directly with young girls in their own arenas, using material relevant to them.

The Goal
Our goal was for 25% of the target group to have heard about Moodie after a year and for 5% of the target group should to have tried a moodie after a year.

Results
After a year 36 percent of the target group knew about the moodie concept, while 10 percent had drunk a moodie. This project has enabled the Swedish Dairy Association to discover a way of talking about milk at the target group’s meeting places, both digitally and in real life – something that wouldn't have been possible without moodie (e.g. more than 8,000 moodies were served at Sweden's largest music festival).

Execution
Campaign’s 4 phases: 1. To introduce moodie to a narrow target group of early adopters, we chose Veckorevyn.com as our initial partner. This was because of Veckorevyn.com’s large network of bloggers that were influential for the target group, as well as it being a popular and credible site. 2. Digital moodie platforms were created on Twitter, Facebook, Flickr. A moodie blog was created at moodie.se. A digital moodie bar was developed along with VR.com. In the bar visitors could choose everything from the glass to the type of milk and other ingredients. The moodies could then be sent with a recipe to a friend. 3. Moodie featured at a number of places, relevant to the target group – eg Music Festivals, Blog Awards and Sports Events. 4. Beside traditional PR-activities in nisched media, bloggers were invited to hold moodie competitions

The Situation

Girls often stop drinking milk when they are teenagers, and afterwards, when they become mothers, they don’t serve milk to their children. Milk contains calcium and vitamin D, important for building and maintaining strong bones, which is particularly important for young girls. The Swedish Dairy Association used to target their communication at school nurses and canteen staff, using mostly health arguments to get their message across. As the message didn’t reach the target group effectively, the Swedish Dairy Association decided to communicate directly with young girls in their own arenas, using material relevant to them.

The Strategy
Our strategy was to use emotional arguments that reflected the target group’s lifestyle, making milk a clear feature of a new trend. We focused on our target group's meeting places, with the target group getting involved in creating and promoting the campaign, digitally and in real life. This resulted in the MOODIE concept – milk with emotions. The moodie concept was created to reach a group of early adopters, who would become ambassadors among the target group. We wanted to feature in their arenas, both digitally and in their real life. We decided to work with the most popular digital lifestyle magazine for young women – veckorevyn.com with its large fashion blog network. Not only would we able to reach their readers, we would also be able to communicate with the best fashion and lifestyle bloggers. We also wanted to target different meeting places for various subcultures.