BRAND:
MILO
AWARD CATEGORY:
The Best Influencer Strategy
CAMPAIGN TIME RANGE:
15/5/2023 - 30/12/2023
CREDITS:
CASE STUDY VIDEO
STRATEGY
For the first time, Milo introduces Milo Dynamind with taurine and green tea, the combination of MILO taste well-blended with cooling mint flavor taps into Teen demand for physical and mental energy, besides MILO who strongly owned ‘physical energy’ was launched in Vietnam.
However, the distracted nature of teenagers was a challenge for a newly launched product to strike engagement with them. We needed a solution to make our product more relatable, aiming at landing the product role naturally in teens' content consumption.
Understanding the journey teens take when encountering new products, and valuers of authenticity, we came up with the approach of leveraging the voices of teenagers' idols to engage with them naturally. By defining the influencer's role in our campaign to organically disseminate new news, we inspired teens to explore for trials via infotainment. We leveraged influencers to educate and establish DYNAMIND's attributes in both physical and mental energy provision while fostering a deeper connection with the audience.
In selecting influencers, we focused on teens' 3 key passion points: Esports, Music/Rap, and Study as the top passion points for our TA. Our approach involves recruiting high-performing influencers from each domain, who have high relevancy with DYNAMIND consumption contexts of staying awake & focused and having high resonance with their target audience. This comprehensive influencer approach aims to not only ensure the campaign reach but also effectively communicate DYNAMIND's benefits while aligning with the target audience's interests and lifestyle.
INSIGHT
Teenagers' life mostly revolves around studies, where they have a constant pressure to study well and perform in the exams. However, the exam periods are the most stressful and consuming for them, where they constantly need help and motivation to perform well. Hence, there is a common behavior to seek for a break or an escape into the internet world during this period.
We realized that “teenagers during exam preparation often find themselves exhausted and stressed, making it challenging to maintain focus and motivation, unless there is a push for them to stay active and engaged.” Recognizing this desire, MILO DYNAMIND stepped into as a functional & motivational boost teens needed to overcome these obstacles. We wanted to tap into their quick escape into the internet world and make it a Meaningful motivation for them rather than meaningless distraction.
CREATIVE IDEA
Introducing the concept "Stay sharp, focus tight, ace the final test with MILO DYNAMIND," we aimed to support teenagers during the National Examination period by addressing both their physical and mental needs. MILO Dynamind serves as their ultimate study companion, providing functional energy to keep them alert and emotional energy by offering motivation and positive mental support.
We realized the love these teens have for their idols, who can strike a chord with them and inspire with really resonating stories. We partnered with LOW G, a respected rapper with a strong academic background, and we launched the first-ever MILO midnight premiere. Through the RAP track, akin to a pep talk, LOWG inspired teens to focus on their studies, instilling resilience and determination in their academic journey. The product value is injected smoothly as a key weapon to help teens conquer the challenge by staying awake and focused.
This approach helped Dynamind to drive a more authentic connection with teens. As a result of rap culture which is known for valuing realness, while also fostering encouragement among teens to conquer their academic stress, Dynamind aimed to attract eyeballs and product trials.
CONNECTION PLAN
With an engaging hook, we started with a spreadable platform like Facebook, amplified reactions on YouTube, and extended through user-generated content on TikTok.
Specifically, the RAP was premiered on Facebook Community Pages and KOL-owned channels. To maximize the coverage of the trendy & contextual music product, 2 macro KOLs in resonance with teen’s passion points: Esport (Viruss); Music (CongB) were roped in to conduct reactions and product reviews after the premiere.
The CAPCUT RAP template was shared on Tiktok to encourage user-generated content from teenagers in hyper-focus mode, receiving over 300+ videos showcasing their hyper-focus moments during work and study with MILO Dynamind.
The message highlighted the role of Dynamind as a companion in those moments of low-energy and hence was relevant even after the exams were over. Hence, we tapped into further relevant contexts to feature the product. More than half of the KOLs' budget was dedicated to TikTok micro-influencers who authentically placed MILO Dynamind in their daily activities under the capcut template of LowG hit.
In sum, a fundamental approach with three key pillars of the right platform, the right influencer mix, and the right creative hook struck the chord with the audience making it one of the most effective campaigns for Milo Dynamind.
OBJECTIVE-BASE KPI
The campaign objectives for MILO Dynamind Launch were meticulously crafted to not only foster engagement with teens but also drive more interest and consideration towards the new product.
Through a robust integrated approach, we successfully reached 80% of our target audience pool, garnering an impressive 140 million impressions and 10 million completed views. Notably, the Video Completion Rate (VTR) of the campaign surpassed category norms, averaging between 35-40%, which is 2.5 times higher than the benchmark. This exceptional engagement metric played a pivotal role in generating buzz around the campaign, as evidenced by the staggering 347,801 mentions across various platforms.
Furthermore, our efforts resulted in a commendable 15% uplift in Consideration, indicating a heightened level of interest and receptiveness among consumers. According to the post-launched survey, 90% asked teenagers if they liked MILO Dynamind on the 1st try and 92% would purchase the product.
