From social listening and speaking with young Kiwis, we found that the teenage years were fraught both physical and emotional challenges. 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 if they look for advise it is from their peers online. These savvy consumers of content are looking for authenticity. Finding the right influencers was the only way to meaningfully connect.

To make milk exciting we created milk we created MILK SLAMS – young, popular, rap-style poetry in partnership with one of their heroes.

Developing 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.

Knowing how hard it was to reach our young, discerning audience, we ensured each piece of content was designed with the platform in mind.

Proprietary research showed they spent 10 seconds or less watching video, so we worked with the creative agency to produce edits that were emotive, yet effective in short copy length.

We guided development of fit for use, platform specific assets for Instagram, Snapchat and Facebook and allocated paid support in line with time spent on each platform.

All assets drove to the Anchor Milk Slams YouTube channel hosting longer form content and letting them participate in the conversation.

The campaign was amplified above the line with 3 radio ads, that also ran on Spotify driving incremental reach.

The poems were published as street posters and received a huge amount of amplification in youth magazines and blogs.

All elements were joined together under the brand hashtag #AnchorGoStrong.

Objective 1: Start a conversation on the channels teenagers spend most time.

With a budget of $29,000 the campaign was an unprecedented success generating 3.7 million unique impressions.

Facebook video completion rates exceeded industry standards by +589%.

There was a big increase in engagement across brand owned platforms. Time spent on the YouTube channel increased by +212%, Snapchat followers increased +44%, and Instagram followers +10%.

Objective 2: Generate positive brand sentiment.

Positive brand sentiment online increased from 65% to 79%, exceeding the target of 9%. In addition, brand uplift study showed 68% of those exposed to the campaign felt more favourable towards Anchor (a 5% uplift) with over half claiming they would take an action after viewing the content, while 22% claimed they would talk about the brand.

E-Consultancy projected the campaign Digital – ROI. Based on the $29,000 investment the ROI including paid and organic contribution was $3.48.