A2 Milk Company
Love Milk Again campaign
a2 Milk® US approached us with a challenge: how do we encourage fans to try our milk and understand our difference? The innovative brand is more than meets the eye — it breaks the everyday, long-held understanding of milk as we know it. For those who have trouble with dairy, a2 Milk provides an alternative solution: milk made with only natural A2 protein for easier digestion.
Campaign Strategy | Consumer Research | Visual Strategy | Lifestyle Photography | Product Photography | Social Media Strategy & Execution | Email Strategy & Execution | Giveaway Coordination | Copywriting
Our goal was to make a2 Milk easily understood and ultimately encourage trial and long-term advocacy. Based on social research conducted by our team, we determined a need for more education around the a2 Milk difference, and launched our Guide to Love Milk Again™ Campaign.
This simple yet comprehensive resource offered a 5-Day reintroduction to dairy for people who gave it up because of digestive issues. Driving brand awareness, we connected with qualified consumers by walking them through a step-by-step approach to adding dairy into their routine with customized recipes and tools.
“Using consumer-driven research, we were able to identify a gap that existed between product understanding and purchase. We then took that insight to build a consumer-forward campaign that increased product understanding, and ultimately, lead to increased product purchase and brand advocacy.”
- Brittany, Co-Founder & President
Working hand-in-hand with a2 Milk’s in-house dietitian, we authored resources and accompanying recipes via an email drip and social media campaign to assist fans along their journey to Love Milk Again.
As part of the 5-Day program, we produced daily social media giveaways to encourage and support community growth. The results spoke for themselves. We confirmed a 100%+ increase in purchase of a2 Milk by program participants, and countless happy stomachs.
