The Campaign

Working along Anchor Milk’s core brand belief of goodness feeding greatness, we sent forth a healthy serving of positivity by shining a spotlight on everyday acts of goodness that are otherwise overshadowed by sensationalized negative news. The idea was to get all major e-news publishers of Sri Lanka convinced that Sri Lankans were highly receptive to good/positive news. In taking a bold step forward, we led the way by creating Sri Lanka’s first “Good-news Only” paper. This was the 1st ever trilingual Sri Lankan newspaper with articles in Sinhala, Tamil and English – unitedly inspiring the nation. This phenomenon both created a stir in the media circle and paved way to achieve our overall objectives. For the first time, Sri Lankans were able to wake up, begin their day with good news; news that filtered out negativity and showcased only what would inspire them to greatness!

Creative Execution

The initial phase of the campaign kicked off with the “Good News Only” e-paper - www.onlygoodnews.lk which served as the primary platform of collating and disseminating content. News stories were primarily sourced through collaboration with on air and online news publishers, governmental and non-governmental organizations. Alongside this, we also partnered with celebrities, KOF’s and sports personalities who owned a loud social voice. An extension of this involved us gathering newsworthy stories of good deeds done by average Sri Lankans that under normal circumstances do not get appreciated for their good work owing to negative news publicity. The top news stories that gained a large following were compiled and published in print form during early weekday mornings. We then compiled a series of videos on the readers’ thoughts on starting the day reading good news affirming to Sri Lanka’s top e-news publications that people respond optimistically to positive news.

The campaign reached 1.5 million Sri Lankans and over 750,000 viewed our video content on social media. Over 200 entries from fans on our Facebook page came in with inspirational stories. Thousands of notes of thanks reached us as comments & messages from those who were inspired by our efforts. Sri Lanka was left inspired for greatness unlike ever before. Engagement rates soar at over 15% - the highest that the brand had ever encountered. Anchor Milk had become the hallmark of goodness. Brand equity rose with key equity parameters reaching record breaking peaks: • ‘The goodness of the brand nourishes the goodness in me’ @ 58 (up from 53 in the previous quarter) • ‘A brand that inspires me to do what I want’ @ 56 (up from 51 in the previous quarter) The nation as a whole came to realize that indeed, goodness does feed greatness!

Anchor being the market leader and having high brand penetration meant that our TG comprised of a large number of individuals. The primary audience consisted of males & females, aged 20–45, across all SEC’s. Internet penetration within Sri Lanka is at 30% and is rapidly growing. Here, content is scarcely regulated and unauthenticated news providers manipulate segments on digital platforms, particularly on Facebook, with 3rd party web links. Linking the consumer media insight and the brand opportunity identified within the media context, we designed the campaign to be digitally driven, playing on the core proposition of the brand “goodness feeds greatness”. The approach undertaken involved the use of opinion leaders in the initial edition and thereafter, embedding stories from ordinary Sri Lankans doing extra-ordinary deeds. In doing so, both firmly rooting Anchor Milk as the forerunner of goodness & greatness and also integrating into the lives of the TG