First Choice Milki Campaign.

Dairy goes digital with #idairyu

First Choice launched their new, full cream, full-flavoured milk – First Choice Milki in September 2018. Aimed at a younger, fun-loving generation, our team had to put their ears to the ground and tap into the current, youth-led zeitgeist.

The challenge? Gen Zs and Millennials are ruled by FOMO, social media, online experiences, likes and hashtags. First Choice Milki, needed to shake things up and slice through the social clutter and online overload. We needed to get full-on in our potential consumers’ faces and bring our ‘live life to the full’ proposition to life.

And so the unique and daring hashtag #idairyu was born. The brand dared online influencers to be spontaneous and live life to the full by partaking in some adrenalin-inducing challenges.

The result was fantastically fun and in your face, local influencers seeded their live experiences on all popular digital platforms – Facebook, Instagram, YouTube and Twitter, and encouraged their followers to follow First Choice.

The influencers disseminated engaging online videos of themselves ‘living life to the full’. The dares were not for the faint-hearted with everything from skydiving, white water rafting and zip-lining in the Tsitsikamma. Consumers were then challenged to share their own Milki Faces on social media platforms, using the Facebook Face Swap Filter, for a chance to win R20 000.

The campaign milked it with 8142 entries, more than 22 000 new followers on social media and a total of 3 053 753 impressions. More importantly, Milki put a fresh face forward, by daring its consumers to have a bit of fun. We’ll drink (a Milki) to that.




Woodlands Dairy




Related projects

Leave a Reply