Background

Sales of UHT milk were significantly ahead pasteurised milk in Thailand.

Aim

CP Meiji, a market leader in pasteurised milk, wanted to convert milk consumers to prefer pasteurised milk over UHT milk, and so engaged MRM Thailand to assist.

Execution

MRM created a Facebook fan page called 'I love milk' to recruit all milk drinkers (UHT, powdered milk, and pasteurised) and engage with them through lifestyle content, health updates, and fun social-game applications.

Through MRM's engagement, the agency gradually educated the public on the benefits of pasteurised over other types of milk. No matter what kind of milk drinker the consumers were, they would receive the key takeout idea of the superiority of pasteurised milk.

MRM also developed an application called ‘King of milk’ to recruit fans into its ‘I love milk Thailand’ page. In the ‘King of milk’ application, users could customise their characters and invite their friends to join their milk 'army'. With more friends in a user's army, the user could advance in rank to eventually become the 'King'. Users could also unlock items as they invited more friends into their army.

The “I love milk Thailand” fan page ultimately became an online community for people who loved milk to become more knowledgeable about pasteurised milk. The benefits and the importance of milk in every aspect of life were shared and discussed in this fun and easy to understand format.

Results

As of May 2011, five months after the start of the campaign, more than 30,000 fans have joined the Facebook Fan page, which surpassed the KPI of 10,000 fans for the first six months by 300 per cent.
There were 34,303 fans with an average monthly 'like' on content updates of 1,869 likes and a monthly average of 285 comment by fans on content.