In 2013, The National Milk Mustache “got milk?" campaign debuted a first: a Super Bowl commercial starring Dwayne “The Rock" Johnson highlighting the role that milk’s high-quality protein plays in the morning. Through social media and traditional efforts, objectives were outlined with a priority of engaging consumers and highlighting the milk/protein message: protein awareness, consumer engagement and increase sales.STRATEGY/DESCRIPTION: The National Milk Mustache ‘got milk?®’ Campaign, driven by the Milk Processor Education Program (MilkPEP), has a long-standing history with the Super Bowl – developing iconic Milk Mustache print ads featuring players from each team for the past 17 years. The campaign debuted a first: a Super Bowl commercial using one of Hollywood’s biggest action stars – Dwayne “The Rock" Johnson – to highlight the powerful role that milk’s high-quality protein plays at the morning meal. To drive awareness of the new commercial and protein messaging, MilkPEP leveraged the Super Bowl and its enormous built-in audience to drive the importance of milk’s protein using paid, earned and owned media. Through social media and traditional efforts, objectives were outlined with a priority of engaging consumers and highlighting the milk/protein message: • PROTEIN AWARENESS: Build awareness of milk’s high-quality protein and its potential to fuel active, successful days. • CONSUMER ENGAGEMENT: Engage with consumers through daily social media interactions and online promotions. • INCREASE SALES: Provide a new platform at retail for consumers to interact with and encourage them to buy milk EXECUTION AND TACTICS: The following digital tactics were utilized to build buzz around the Super Bowl activation: • CONTENT: To reinforce the protein message, we leveraged our content hub (website) and social channels to support 30 days of new and engaging Super Bowl content. • SOCIAL LISTENING: We engaged with fans reacting to our content and commercial in real-time. We launched two Twitter activations prior to the game, and joined Twitter’s #AdScrimmage Competition, in which milk placed second. • INFLUENCERS: We partnered with The Motherhood to recruit 20 blogger advocates and activated for the first time at dad blogging conference Dad 2.0 to help expand our reach. • CELEBRITIES: We enlisted Milk Mustache NFL celebrities, including Victor Cruz, Ray Rice, Collin Kaepernick and retired NFL player Kurt Warner to share protein messaging and engage socially with the program. EVALUATION: With 440 million earned media impressions, and more than 1.19 billion impressions overall, the Super Bowl was the largest and most efficient MilkPEP launch program to date. • CONSUMER ENGAGEMENT: Program efforts led to 2.1MM views of the ad online, nearly 1MM of which were driven by the Milk Mustache YouTube channel. Additionally, more than 110,000 interactions with Milk Mustache social media were recorded. o More than 231MM social impressions were garnered via MilkPEP social media efforts, resulting in a 285% increase in daily interactions with MilkPEP content. • PROTEIN AWARENESS: 84% of coverage included breakfast messaging (109.8MM impressions); 89% included protein messaging (114.6MM impressions). • INCREASE SALES: IRI sales data has shown the Super Bowl program generated 2.6 MM incremental gallons sold*. * From 1/6-2/24. Program ended 2/17. Analysis extended for one week to cover halo effect of promotion.
o Breakfast Blitz promo screenshot: https://www.hightail.com/download/OGhlSkhhV3JWRDkzZU5Vag o Joint Super Bowl ad: https://www.hightail.com/download/OGhlSkhhV3JJMHRBSXNUQw o 60-second Super Bowl ad: https://www.hightail.com/download/OGhlSkhhV3JCSnFybHNUQw
