Results and Effectiveness

• Market share grew by 1.8% points from May to June 2011 • Over 500,000 videos were viewed online in under a month • A click-through rate of 5.01% was achieved within MSN, which is more than three times the industry average • Nearly 6,5000 new Facebook fans were generated in under a month.

Creative Execution

We pioneered an exclusive partnership with eYeka (an online consumer co-creation firm) and designed a competition. We invited Singaporean consumers to produce videos, sharing their stories about Milo. They were free to express themselves in any way they desired – there were no instructions from the brand. Participants were simply encouraged to tell their personal stories of growing up with Milo. From this, more than 40 entries were carefully shortlisted. The campaign, “Me & My Milo” emphasized the emotional connection consumers had to the brand. The final 3 winners were selected to present and share their unique video stories about Milo. The emotional videos were shared with other consumers around the country through a communications plan that seeded the video stories online (Youtube, Facebook, Sponsored Stories, MSN Catch up TV, 7th Chamber’s Social video) as well as on Outdoor and Cinema.

Insights, Strategy and the Idea

Since its launch in the 1950s, Milo had enjoyed a special place in the hearts of many Singaporean families. However, loyalty among consumers was waning - due to increased competition, and the perception that the brand was ‘old-fashioned’. The challenge was to recapture the hearts of consumers, whose purchasing decisions are based more on price and image than loyalty. At the same time, we wanted to revitalize Milo’s brand image and reinforce it as the ‘darling drink of choice’. Research showed that tepid loyalty was due to a lack of affinity for the brand. We decided to use Participative Marketing to help consumers reconnect with Milo. Our idea was to leverage the current nostalgia trend with consumers’ memories of growing up with Milo; and redefine the brand in a way that was specifically relevant to each consumer. We juxtaposed the heritage of Milo with a strong, modern rebranding.