Facebook app gives MilkPEP its largest digital connection

When MilkPEP planned its 2010 initiative in support of its Building Strong Families strategy, it knew it needed a greater social media voice.

Client: Milk Processor Education Program (MilkPEP)
PR agency: Weber Shandwick
Campaign:
Great Gallon Give
Duration:
January-June 2010

When MilkPEP planned its 2010 initiative in support of its Building Strong Families strategy, it knew it needed a greater social media voice.

"It is a natural and relevant place for moms to be, and therefore a natural place for milk to be talking to moms," says Julia Kadison, VP of consumer marketing at MilkPEP.

Strategy
MilkPEP launched the Great Gallon Give (pictured right with spokeswoman Rebecca Romijn) in which moms could "pass" virtual gallons of milk to family and friends through a Facebook app.

For every virtual gallon of milk passed, MilkPEP donated $1 to Feeding America, a hunger-relief charity, up to a total of $100,000.

"We wanted to celebrate moms for all of their efforts in building strong families," says Kadison. "We know philanthropy is also important to moms."

Tactics
The first gallon was passed at a launch event on January 11 featuring Romijn, who unveiled her second "Got milk?" mustache ad with her newborn twin daughters.

Represented media included Access Hollywood, OK!, and the New York Post, among others, in addition to mommy bloggers.

Weber Shandwick, MilkPEP's PR AOR, helped orchestrate gallon giveaways that week on Good Morning America and The View.

Christian comedian Anita Renfroe hosted a Twitter party. "We had moms across America joining in the conversation, tweeting about how they build strong families," says Melanie Strah, SVP at Weber's Chicago office.

Local events were later held in 19 US markets, with free gallons of milk being given to families.

Results
The campaign recorded more than 120,000 virtual gallons on Facebook and 56,000 gallons at local events.

Great Gallon Give also contributed to a 234% increase in Facebook fans and a 12% uptick in Twitter followers for MilkPEP.

It also earned 136 million media impressions. "We were most impressed that our Building Strong Families message came across in more than 96% of all placements," says Kadison, who adds that Great Gallon Give was MilkPEP's "biggest promotion through social media."

Future
Social media will continue to play a key role in future campaigns. "Hopefully, we'll push the envelope," says Kadison.

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