FrieslandCampina engaged Anthem Worldwide (Singapore) to develop a communication strategy for DutchLady that can align with the master brand, with the end goal of differentiating flavours from plain milk. To capture the fast-growing market, it was crucial to target teens and young adults while not alienating the mass audience.
The team explored various territories, conducted market insights, generated the brand platform and digital-ready assets. Storyboards were built based on available assets. Based on the central idea for flavoured milk "tastes better together", a workshop was conducted to shortlist stories, which were then further developed into various digital assets across Facebook and Instagram.
Facebook was adopted for VISIBILITY across all age groups and all posts enhance: a social focus, togetherness, taste, consumption & enjoyment. Maximising reach, 15 second clips were optimised for mobile, featuring the brand, product and messaging within the first 3 seconds. Nine 15-second videos were developed for Indonesian and Malaysian markets based on the 5 stories developed. Instagram, the second medium was chosen for ENGAGEMENT with branded content and younger audiences. Instagram posts feature: a product focus, desire for food, taste, consumption & enjoyment. To maximise reach, the team created 10 6-second and 3-second clips were created for both Facebook and Instagram platforms.
via Packaging of the World – Creative Package Design Gallery http://ift.tt/2jXiXqu