Calcium Bites for Moo-ving Kids
Ozi Choice is an Australian brand that sells milk powder and vitamin supplements and is popular in China. I launched a new product called “Milky Bites” to help promote the product nationwide in over 400 Coles stores. The marketing campaign aimed to increase product awareness and drive demand through multiple online and offline channels, with a focus on both the Australian and Asian markets.
Roadmap
The marketing campaign for Milky Bites highlighted its unique features of small size and fun shape to appeal to both kids and their parents. A playful approach was taken in the packaging design and artwork, which was brought to life with key messages centered around Milky Bites being a source of calcium.
The marketing campaign for Milky Bites introduced characters on the packaging for each flavor and created superhero personas for them called the “Moo Crew”. The campaign included a brand video featuring children, cows and animation, billboard design, social media ads, and a dedicated landing page with information about Milky Bites, character profiles, a game for kids, and a list of Coles stockists.
The marketing campaign for Milky Bites used a paid media strategy to increase product awareness and drive traffic to the dedicated landing page. This strategy utilized multiple digital channels including search engine marketing, Facebook and Instagram ads, influencer promotion, and Youtube pre-roll ads. The landing page was the main destination for online ads and was supported by a strong call-to-action to prompt brand recall at the point of purchase in Coles stores.
In-store POS and street roaming giveaways targeted outside Coles stockists in key geographical suburbs were also activated to similarly inspire sales as close to the tills as possible.
Results
We lifted weekly website traffic to the Ozi Choice website by 518% during the campaign period. Measured against industry benchmarks, the campaign also achieved 3 million more impressions than estimated, due to optimising the creative and targeting of ads attentively. 1.8 million engagements on digital ads and 1.7 million video views to 100% completion were also recorded.
