May The Force Be With Moo
SNAPSHOT
There are few things more iconic in the Star Wars universe than Blue Milk. Once only a novelty of the galaxy far, far away, Dairy Farmers of America sought to bring the movie magic to their home planet, creating a limited-edition Star Wars TruMoo Blue Milk.
Tapping into a frenzied fandom and timing the launch around the unmissable May 4th Official Star Wars Day, we deployed an integrated media and influencer relations program in under six weeks to generate mass awareness, drive sustained engagement and position the brand at the epicenter of the cultural spotlight.
THE ASK
Develop and execute an integrated communications strategy to unveil the limited-edition Star Wars TruMoo Blue Milk, plus special edition packaging for white and chocolate milk, in priority markets across the country.
APPROACH
To introduce Blue Milk throughout the galaxy, Agency H5 activated a highly targeted earned media campaign covering national media and outreach in 34 priority markets, along with national trade outreach. We also coordinated delivery of product samples to broadcast stations which allowed news anchors and on-air personalities to try the Blue Milk during live segments, generating authentic reactions and on-air product placements. To complement the media efforts, our team also executed a targeted paid and earned influencer strategy, further extending the reach and message of the Blue Milk launch while driving trial and purchase consideration in key markets.
RESULTS
The launch of Blue Milk was a galactic success, surpassing benchmarked results from placements to impressions, highlighting how the alliance of a strong narrative and a product with mass cultural appeal can create a timely media moment.
- National Media Appeal: Capitalized on the excitement of fans and anticipation for the product, creating a breakthrough narrative that resulted in mainstream media coverage in CNN, Access Daily with Mario & Kit, and The Late Show with Stephen Colbert.
- Market Saturation: Efficiently managed strategic outreach in key regions, including custom press releases and key messages, securing coverage in 97% of priority markets.
- Social Talk Value: Partnered with influencers in priority markets to bolster the online chatter around the cultural topic while encouraging in-store purchases of the product at key retailers.