MILO planned to launch their 3-in-1 promo pack that came with an exclusive, oh-so-cute Milo Van collectible.
Our brief? Create buzz on digital and social around those aw-they-are-adorable Milo Vans, while showcasing Singapore’s favourite drink – the Milo.
Our core task was to encapsulate the essential moments of MILO Van experience and deliver it digitally to our audience.
Our concept – the Milo Van recipe challenge. We got four of the top influencers to participate in a game-show format challenge which spanned two episodes, (produced by our very own production team UNMASTERED) with social media creatives engaging the audience in between.
The campaign broke records in terms of watchability amongst other product-led campaigns for MILO, reaching almost 1.6 million views across all the videos posted in Facebook, Instagram and YouTube. The video assets performed much better than the other posts posted during the same period, with 3x more views exceeding the 1-minute mark, 2x more engagement and 3x the average view time.
Compared to previous campaigns in the same period, the MILO Van Recipe Showdown campaign produced MILO brand’s strongest VTR performance for a non-skippable content, delivering +209% improvement in ad retention.
Overall, the campaign achieved +225% in Social Reach and +127% in Social Volume versus baseline.
The campaign was recognised at the 2021 Markies in two categories – Most Creative Use of Influencers and Most Effective Use of Influencers.