The Campaign

Minute Maid Dairy Pulpy Super Milky was being usurped by the leading competitor on all counts – category domination, awareness and market distribution. We needed an intervention – fast. The good news was we knew people thought Minute Maid tasted better. However, a typical sampling campaign would not cut it. So, we turned sampling into entertainment with the creation of a slightly crazy, very determined character, better known as 'Strawberry Cow Number 1 Fan'. It became a hit. We successfully put Minute Maid Dairy Pulpy into the hand of more than 108,000 consumers in a variety of crazy, jester ways, turning his ambushes into content that was viewed more than 838 million times online. The effect was immediate; 41% growth in sales value and 10% improvement in volume - all achieved with a budget that totaled only 7% of the market leader and in merely 3 months.

Success of the Campaign

Mission accomplished. In just 3 months, we broke the cycle. Minute Maid Dairy grew an incredible +41% in sales value at the time when category as a whole declined by -2%. Beyond sales, Strawberry Cow No 1 Fan made MM Dairy a more fun brand, improving perception by +20%. Due in large part to the earned media we received, within 8 weeks, Strawberry Cow reached the same attention rate as Michael Jackson on Baidu (China’s top search engine). Over US$1.2 million worth of media value was generated. While the overall media spend totalled only 7% category share, Minute Maid Dairy has gained much more; No 1 Fan has generated an incredible 838 million branded content views and a 72% participation rate in sending invites, submitting ideas and sharing content. With 30 user-generated films contributed on top of the six we started with, Minute Maid Dairy learned that our No 1 Fans have certainly started to multiply.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

It started with a home video of an ordinary guy declaring himself as the No.1 Fan of Minute Maid Dairy - his mission, to convert people to the joy of Minute Maid Dairy. He suited up in a Strawberry Cow costume and began his journey to convince China to try his favorite Dairy drink. This was supported with TV medium and a con-current on ground sampling experience portraying the same Strawberry Cow character acting upon his daring ambush and persuasion on the streets, at parks etc. Online videos showed his further attempts even at high profile events such as Vogue Fashion Night Out, ATP Tennis tournament, Shanghai’s Apple store iPhone launch. A viral invitation to share and get consumers to create and send in crazy ideas on how to ambush people and give MM Dairy a taste try started. The best ideas became part of the Strawberry Cow series online.