Snapchat campaign for the day of milk
CAMPAIGN For Milk Day 2016, Swissmilk relied on Snapchat in addition to its usual channels. The Bernese agencies Klarkom and Newsroom Communication staged a cross-media love story around the bike freak Manu and the farmer's daughter Bianca.59% of 14 to 19-year-olds in Switzerland use the trendy app on their smartphones. Swissmilk used this platform to get the young people in the mood for this year's Milk Day.
April 16, 2016 was Milk Day. Swissmilk organized events throughout Switzerland to mark the occasion.Virtual centerFor Swissmilk, one thing is clear: milk should continue to be popular with young and old. April 16 - Milk Day - is therefore primarily a celebration for children, young people and families. The highlight is the concert by a well-known Swiss act at the main event - this year Bastian Baker played in Neuchâtel. To generate excitement and create anticipation, Swissmilk announced Baker's gig online and offline. The poster competition, in which one hundred schools from all over Switzerland created subjects on the theme of "Swiss milk. In order to better reach its target groups on social media, Swissmilk has been setting up the "Swiss Milk. Newsroom 1TP5Daily milk on. This shows vlogs, photos and other contributions from Swissmilk before and during Milk Day and bundles all social media posts from the public. This gives Milk Day, which is celebrated at more than 100 locations from Geneva to Herisau, a virtual focal point.
The young people were looking forward to Milk Day and shared this on Snapchat.Strong apron communicationThis year, Swissmilk further expanded its run-up communication: The campaign, which was designed by Bern-based content agencies Klarkom and Newsroom Communication, also relied on Snapchat for the first time. Pupils who took part in the poster competition therefore received an eraser with the Snapchat code printed on it, which took them directly to the messaging app. The success was not long in coming: the pupils became hundreds of friends of Bianca & Manu and a dynamic exchange ensued. The young people's snaps were extremely creative and showed that this type of communication is very popular with this target group. "What was important for the campaign was a meticulously thought-out content board that coordinated the timing and content of all the snaps, vlogs and posts," says Marcel Suter, Partner at Klarkom.Do cows actually snore?Actor David Bühler as young bike freak Manu and blogger Kathleen Fuhrer as Bianca gave the campaign a German and a French-speaking face. While Bianca has a romantic crush on Bastian Baker, Manu has fallen in love with the farmer's daughter Bianca. He spares no effort to please her: he visits a farm and a dairy to find out about the world of cows and milk. In his articles, he plays the cool city dweller who wants to know whether cows sweat and snore. The story is told in countless snaps, Instagram posts and a good dozen vlogs, and on Milk Day itself on the Place du Port in Neuchâtel, the virtual world merged with the real one: Bianca and Manu had their hands full trying to meet the young people's requests for autographs. "To be successful, channels and content have to complement each other," says Brian Ruchti, member of the Newsroom Communication Executive Board, "a hip platform without a good story doesn't work."Popular newsroomIn fact, the newsroom received 8,117 hits from 6,673 unique users in the ten days it was online. They stayed on the site for an average of 3:52 minutes. In social media, the reach was significantly increased compared to 2015. While the official hashtag had a reach of 15,049 unique users in 2015, this figure rose to 26,201 people in 2016. In technical terms, the campaign relied on the tried-and-tested content marketing tool from Newsroom Communication.
