ChallengeLaunch MiO, Kraft’s first new brand in decades, to a Millennial target famously sceptical of brands invading their social world.SolutionUse social media to bring to life the 'Make it Yours' brand positioning. Create the places and spaces to invite experimentation and craft a uniquely non-corporate voice that is as playful and democratic as MiO itself.ResultsMiO became the hit Kraft was looking for:• 100,000 Facebook 'likes' in the first 30 days, 465,000 to date• Engagement reaching 25%• Over 2m video views• Surpassed year one sales goals within 6 months, reaching $135m by year end

To get the product into tastemakers' hands and invite them into make the product their own, we distributed 100,000 samples from our Facebook page prior to the product hitting shelves. By creating a sense of exclusivity we created an army of Millennial advocates to do the heavy-lifting of getting the word out. Following the sampling program our Facebook page became the hub for these advocates to showcase how they were using the product and a destination to bring others to the party. To amplify this, we created a Facebook application where users could submit the unique ways they were using MiO, from the traditional to the outrageous. Lastly, we met millennials on their own turf, intersecting them on college campuses during the book buying rush. We helped bring MiO even further into the social scene by distributing customisable speakers in exchange for a sample of MiO.

MiO became the blockbuster Kraft was looking for, and social media was the life-force of the brand.In its first 48 hours MiO achieved 40,000 likes with no paid media, and has reached 465,000 Likes to date. Engagement reached 25%, that’s 25 times the engagement on Coke’s page today. Our YouTube channel garnered more than 2m video views. It was even rated the #1 Beverage Trend for 2011 by the Food Channel.This engagement laddered up to reaching year one product awareness and sales goals of $85m within 6 months and $135m in sales by year end.