Challenge

New Experience

With increasing competition in the luxury dairy segment in China, the brand was challenged to create a new experience under the brand slogan ‘Not every milk deserves the name Milk Deluxe’.

Creative Solutions

Partnership

Milk Deluxe invited the audience to pay attention to “99 better plans” and to start a better life with a cup of milk Deluxe.

Increased Brand Impact

Customers were directed to a Kickstarter-like crowdfunding platform, where they would see 99 better plans across six categories of  life-changing innovations.

Awareness

Consumption of Milk Deluxe is converted to points and invested into the kickstarter programs. All data was uploaded to the website in real-time.

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Key Results

2

Percent increase of brand recognition over 3 months.

6

Percent increase of brand recommendation over 3 months.

25

Percent increase of sales volume in 1 year as No.1 of the quarter.


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