To recruit young Kiwis who have little interest in milk and connect them with the brand. Anchor had never communicated to this target audience before, aiming to:
- Establish a reappraisal of the brand by increasing positive sentiment
- Start and fuel a conversation with teenagers around the brand on social channels
WE FACED A DIFFICULT CHALLENGE: HOW DO WE MAKE DRINKING MILK EXCITING TO TEENAGERS?
Milk is a heavily commoditised product and not one that is particularly exciting.
We identified teenagers (14-18 years old) as a source of untapped category volume, both by growing penetration and frequency. But getting this audience to emotionally engage with a milk brand was going to be tough.
The teenage years are when you’re starting to find your own identity; taking interest in new things (and the opposite sex), and starting to rebel against the rules and expectations set by your parents. However, being encouraged to drink milk is something that teenagers associate with earlier childhood and parental discipline.
From social listening and speaking with young Kiwis, we found that the teenage years were fraught with challenges, both physical and emotional, which culminate in a huge amount of pressure. This pressure, combined with their always-on digital life, has resulted in them being more discerning than ever before about the spokespeople they follow and the content they consume.
Shared values and learning something new are key motivators for them and will quickly switch off when presented with brand messages. If they look for advice, it will be from their peers or people like them online. These savvy consumers of content were looking for authenticity above all else in everything they read and watch.
Finding the right peer influencers and providing them authentic, fun, non-brand-centric content was the only way to meaningfully connect with these young Kiwis.
99 PROBLEMS BUT MILK AIN’T ONE!
TO MAKE MILK EXCITING, WE CREATED MILK SLAMS – YOUNG, POPULAR, RAP-STYLE POETRY IN PARTNERSHIP WITH ONE OF THEIR HEROES.
We wanted to develop an emotional connection with teens by celebrating the pureness and simplicity of milk as a juxtaposition to the challenges and often negative social pressures they face daily. We wanted to remind them that being their authentic self is a beautiful thing to celebrate.
Our strategy was to find the most genuine and respected youth influence to convey our message in a deeply moving and intensely emotive style.
We selected Three-Time World Champ Slam Poet, Harry Baker, a London-based spoken word poet. He is globally popular with the target audience, rapping and writing about science, as well as publishing a book and giving a hugely successful TED talk.
Harry came to New Zealand in late 2016 to kick off the Poetry in Motion event in Wellington and teach teens creative writing and slam poetry skills.
During the event, Anchor worked with him to create three poems about milk which touched on positive social themes. Each poem was brought to life by 3 visual artists and influencers popular with our demographic. We called these poems Milk Slams; created by young people for young people and housed on an online Anchor forum to encourage conversation.
Appreciating that we needed to amplify in social platforms where they spend most time in the form of short snackable content, we developed a highly targeted social campaign to fuel advocacy and positive sentiment.
KNOWING HOW HARD IT WAS TO REACH OUR YOUNG, DISCERNING AUDIENCE, WE ENSURED EACH PIECE OF CONTENT WAS DESIGNED WITH THE PLATFORM IN MIND.
Our proprietary research showed that Gen Z spend 10 seconds or less watching video content, so we worked with the creative agency to produce edits that were emotive, yet effective in short copy length.
We guided the development of fit for use, platform-specific assets for Instagram, Snapchat and Facebook and put paid support against them in line with time spent on each platform.
All the assets drove to the Anchor Milk Slams YouTube channel where teens could watch longer form content and participate in the conversation.
The campaign was also amplified above the line with 3 radio ads produced with a range of real-world sound effects associated with milk that brought to life the benefits of milk in an emotional and engaging way. These also ran on Spotify targeting our core teen target, driving incremental reach.
The poems were published as street posters and received a huge amount of amplification in youth magazines and blogs nationwide.
All elements of the campaign were joined together under the brand hashtag #AnchorGoStrong.