THE CHALLENGE
Milkshakes was new product launched by Devondale in 2015. The marketing team produced a TVC which was not approved by the board. They had to launch a new product with no core marketing assets, and as such, the product started to suffer. Lack of awareness meant lack of sales.
We were briefed to develop assets to drive reach in digital channels, and we delivered two animations which focused on fun, flavour and format - the key attributes of the Milkshakes brand.
We created assets that were eye catching and snappy, to deliver impact and engagement crowded digital channels, and ultimately brand awareness and sales.
We started with a digital-first approach to maximise budgets and drive high reach and frequency, with a relatively low investment.
The storylines focused on the flavours - Strawberries and Cream, the classic flavour, ‘together at last’; and Double Choc, the SKU that packed a punch and made chocolate ‘a whole lot louder.’
The campaign was so successful in digital, we developed print for outdoor and ran it on TV.
THE RESULTS
Facebook reach - 3.4M
YouTube views - 7.5M
Ad recall - 79%
Brand awareness - uplift of 21%
Product interest - uplift of 59%