Milo brand has launched a campaign that celebrates all the mums who make it possible for Aussie kids to take the field, pitch or court every week.
The branded content series, “Sport is a great teacher, Mum is a great coach”, features real Aussie mums and kids, and talks about the important role parents play in helping their kids participate in sport, be active and learn important life skills of teamwork, resilience and confidence.
Created by REBORN in partnership with Facebook, Zenith Optimedia and Ogilvy, this two-part content series ran initially on Facebook to compliment the new brand TVC. Milo team and agency partners are using this exercise to test and learn Facebook’s effectiveness as a broadcast platform.
The videos have so far received over 250,000 video views including approximately 6,250 hours of one-on-one interaction with consumers, as well as over 18,000 comments and 1.8million additional endorsed impressions through social sharing.
The overall campaign has so far delivered 30million impressions and a 5% increase in fans with no additional acquisition spend. There are plans for this campaign to be expanded across other channels based on this initial success.
It’s REBORN’s first piece of work for MILO brand since it was appointed lead digital agency for the brand in January. REBORN is one of 6 lead digital agencies appointed on Nestle new Digital Agency Roster. The agency has also recently picked up project work for other Nestlé brands Optifast and Uncle Tobys.