While women are consuming less milk, they are consuming a lot of lattes out of home. And the best thing about lattes? They’re mostly milk. We realized we could increase the frequency of milk purchases if we could encourage women to drink more of the lattes they loved, by making them at home. To do this, we had to overcome a few barriers. We needed women to make the connection that milk is the primary ingredient in a latte, and show them that making lattes doesn't require fancy machines or a barista.

Latte Love achieved a 1.03% incremental lift in milk volume sales – that’s 1.08 million incremental gallons, exceeding program goal by 47% during the 4-week period. This showed that purchase frequency increased because milk’s household penetration is 91%, meaning an incremental lift could only come from more frequent purchase.

The program created 421,000 active Facebook users. The number of people visiting our page who also entered the promotion doubled that of past programs, with a 79% entry conversion rate. And mobile accounted for 20% of all entries, quadrupling milk’s historical benchmarks.