Milo celebrates the mums who help make kids’ sport happen in a new campaign via Reborn
Milo brand has launched a campaign via Reborn, that celebrates all the mums who make it possible for Aussie kids to take the field, pitch or court every week.
The branded content series, “Sport is a great teacher, Mum is a great coach,” features real Aussie mums and kids, and talks about the important role parents play in helping their kids participate in sport, be active and learn important life skills of teamwork, resilience and confidence.
Created by Reborn in partnership with Facebook, Zenith Optimedia, Ogilvy and The Feds this two-part content series ran initially on Facebook to compliment the new brand TVC. MILO team and agency partners are using this exercise to test and learn Facebook’s effectiveness as a broadcast platform.
The films were directed by Larin Sullivan out of The Feds.
The videos have so far received over 250,000 video views including approximately 6,250 hours of one-on-one interaction with consumers, as well as over 18,000 comments and 1.8million additional endorsed impressions through social sharing.
The overall campaign has so far delivered 30million impressions and a 5% increase in fans with no additional acquisition spend. There are plans for this campaign to be expanded across other channels based on this initial success.
It’s Reborn’s first piece of work for Milo brand since it was appointed lead digital agency for the brand in January. Reborn is one of six lead digital agencies appointed on Nestle new digital agency roster. The agency has also recently picked up project work for other Nestlé brands Optifast and Uncle Tobys.
Creative: Hamish Grieve, Reborn
Agency Producer: Paulus Van der Kolk
Production Company: The Feds
Director: Larin Sullivan
Producer: Karen Watson
Editing Company: The Editors
Editor: Jessica Mutascio
DOP: Anna Howard
Music: Rafael May
3 Comments
No one wants to watch 3 minutes of something that isn’t entertaining.
And you don’t have a right to own the lengths Mums go to for their kids.
Move me, dude.
Probably down to five now.
Don’t think you’re the target. Dude.