Pure Milky is one of the largest producers of dairy products in Uzbekistan. However, for ten years, the brand’s product line lacked a key product—milk. And finally, in 2023, the client briefs us to launch milk in Tetra Pak packaging. Milk is a simple and difficult to differentiate product. In addition, the launch budget was limited.
Solution
To get people to pay attention to its launch, we ran a massive campaign around intrigue and anticipation. It took place in 2 stages: – Teaser launch. We shot a video with a girl and a calf waiting for something with references to popular memes. Then we posted it on a specially created website and launched it on social networks with one question: “What are the girl and the calf waiting for?” Influencers, the media, and even large brands caught up with the wave, starting to share their guesses with the audience, as well as create life memes using frames from the video. – Disclosure. 5 popular bloggers launched a continuous 4-hour stream on Instagram, where they were waiting for something unknown. At the end of the stream there was a knock. A little girl and a calf were waiting for the bloggers with Pure Milky.
Results
665K video views More than 2500 comments 23K live viewers Nearly 6 million people reach
