We were asked to develop a promotion for Humana’s new Instagram account. At the same time, the promotion should provide extra value for the customers. We collaborated with an occupational therapist and found out that playing with and combining simple shapes and colours stimulates children’s’ cognitive intelligence and helps prevent disorders like ADHD. That’s how we came up with the Humana Milk-Monsters:

We asked people to upload photos to Humana’s Instagram account. Everyone who took part, received a special gift: 6 packages of milk that at the same time served as an educationally valuable toy: our Milk-Monsters. They were printed on the inside of the packages and could simply be folded inside-out without any further tools or glue. With all 6 characters children could combine up to 36 playful new little monsters.

In our attached mailing, we informed people about the benefit of our Milk-Monsters, provided a construction manual and the request to upload pictures of babies playing with our Milk-Monsters.

The outcome: We not only helped Humana’s Instagram account grow healthily but also helped many children with their development.

In collaboration with an occupational therapist, we found out that playing and combining simple shapes and colours helps to build children’s’ cognitive intelligence. Our art director and illustrator discussed the best way to come to the conclusion: our Milk-Monsters not only provide the simple shapes and colours but also are fantastic enough to add to the development of children’s fantasy.

The campaign started 31.03.2014 and is still running. The strength and originality of the campaign can easily be pointed out: Humana simply offers the best for children – even through their packaging.

The campaign caused a notable increase of traffic and followers on Humana’s new Instagram account while at the same time making children happy: by helping them develop healthily through our product and our packaging – for free.