1. The Client
Milo, a trusted household brand, launched the new Milo 3-in-1 in Nigeria to address affordability challenges in the beverage market. The goal was to position Milo 3-in-1 as the smart choice for moms who prioritize quality and value, providing nourishing energy with milk already included.
2. Our Approach
We designed an integrated campaign focusing on the “Smart Mom” narrative, highlighting the pillars of smart enjoyment, smart nutrition, and smart tips. The campaign showcased how Milo 3-in-1 offers a cost-effective yet high-quality solution for children’s breakfast needs, appealing to moms who make savvy choices.
3. The Execution
Film & Visuals: Created a 3-in-1 TVC and posters to establish the product benefits.
Traditional Media: Deployed TV, Radio and OOH in proximity-focused locations near major points of purchase.
Digital Media: Used programmatic advertising, social media creatives, and video storytelling to connect with audiences. Key platforms like YouTube and Meta were leveraged for engagement.
Integrated Strategy: Optimized investments regionally and across key battlegrounds for maximum impact.
4. The Results
Market Leadership: Gained market leadership in the 3-in-1 segment by 2023.
Improved Penetration: Achieved a 400bps increase in monthly household penetration.
Brand Recall: Delivered significant increases in brand awareness, with Milo 3-in-1 earning higher recall.
Digital Performance: Reach: 22.5M , Impressions: 327M , Views: 7.4M
The campaign effectively positioned Milo 3-in-1 as the smart choice for Nigerian moms, driving brand growth and engagement.
