Dairy brand Anchor New Zealand has tasted the success of appealing to a young audience with its latest campaign, Milk Slams – three poems written about milk, designed to inspire teenagers to create their own definition of strength.
“The results were impressive, with an average view through rate seven times higher than industry standard, and unaided awareness of Anchor reaching more than 80% after watching the films,” said Colenso CD Dave Brady.
“For an audience accustomed to high octane and energetic brands within the FMCG category, the work has debunked traditional benchmarks and received 58% of total views from earned media.
“The campaign has successfully proven itself as compelling content for teenagers, with one social video post ripped and reposted before official launch garnering more than 200K views, and a leading prime time current affairs show airing the film Blank Canvas live on air.
“We know that young people ignore advertising, especially in digital environments. So we challenged ourselves to create three pieces of content that would surprise people when they realised it was also an ad.”
Each film piece is strategically brought to life in a different visual style to connect with a broader group by catering to a range of tastes.
Fonterrra marketing manager Kevin Taffs said the impact was phenomenal: “We’d always targeted mums as the traditional household shopper, but we realised that we needed to be more targeted if we wanted to connect with our future dairy consumers,” he said.
“When it comes to teenagers you have to speak authentically to prove your relevancy, and that’s exactly what Milk Slams has done.”
Milk Slams is the third campaign produced under Anchor’s global Go Strong platform.
CREDITS
Agency: Colenso BBDO
Creative Director: Dave Brady
Client: Fonterra
Chief Marketing Officer: Andy Dasgupta
Marketing Director: Clare Morgan
GM Anchor: Otavio Faccina
Marketing Manager: Kevin Taffs
Poems: by Harry Baker
Production Company (Inside-out, Real): Assembly
Production Company (Blank Canvas): Brett Goebel & Parris Goebel via Studio 23
Filmmaker/DOP (Real): Megan Au
Sound Design: Peter Hobbs, Harmonic Studio
Media Agency: MediaCom
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