MILKING THE WAIT
Клиент
Pure Milky
Рабочая группа
Shakhrukh Nizamitdinov – Creative Director
Saima Djakhangirova – Digital Director
Sardor Mapiraliev – Account Manager
Lola Vafikhodjaeva – Strategist
Alisher Ahmedov – Art Director
Sergey Kim – Creative Copywriter
Murod Madjidov – Creative Copywriter
Zarina Abdukarimova – Digital Specialist
Art Craft – Production Studio
Задача
Background:
Milk is a highly competitive and saturated market in Uzbekistan. Pure Milky, a local dairy producer with a decade of experience, decided to introduce its first-ever carton milk product last year. While loyal customers had eagerly anticipated this new offering, the brand also sought to capture the interest of a wider audience.
Idea:
To amplify the excitement for Pure Milky’s carton milk product launch, we developed a viral digital campaign designed to create a buzz around the theme of WAITING by using the most universal language – memes. While brands are trying to be "unique", we launched campaign that resonates with everyone.
Solution:
We shot a video, where the little girl and a calf were waiting for something at the barn, both bored and anticipating something happening, nobody knew what. Campaign consisted of two parts
– Teaser.
We researched thousands of viral memes and chose the ones with the element of waiting. We repeated popular meme’s character poses in our video with open ending. Then we posted it on social media with one question: “What are the girl and the calf waiting for?” Influencers, the media, and even large brands caught up with the wave, started to share their guesses with the audience and self created memes.
This continued for 10 days
– Reveal.
On Day 11, five popular bloggers began a continuous 4-hour livestream on their Instagram pages, where they waited for something unknown. At the end of the stream, there was a knock at each of their doors. Standing there were the little girl and the calf, delivering Pure Milky milk. This is how we unveiled our product to the public. Simultaneously, the “The Little Girl and a Calf” video, featuring a product packshot, was released on social media.
Results:
For 11 days, our campaign generated a buzz across the social media community.
Here are some key results:
– 665K video views
– Over 2,500 comments
– 23K live viewers
– Nearly 6 million people reached across various platforms.
