Consumer Education

Project of Milk SA

SASDT: April 2015

Innovative television advertising and social media campaign to educate

consumers on the health benefits of dairy

Presentation:

• About the Consumer Education Project

• Consumers and teenagers as target audience

• Television campaign history

• Current television advertisement

PROJECT OVERVIEW

“From a national point of view and to promote the viability of the dairy industry, consumers should be informed of the health and nutritional advantages of milk and other dairy products. Informed consumers will not only contribute to the national well-being in respect of nutrition and health, but especially also to the viability and sound development of the dairy industry. The education will be conducted in such a way that it will not erode the marketing activities of any firm in the dairy industry that are aimed at differentiating its products from that of competitors”.

AGRICULTURAL MARKETING ACT REGULATION 57

Consumer Education Project of Milk SATarget audiences

General communication

• Consumers• LSM 6-10• All Ages

Specialised communication

• Health professionals• Dietitians• Doctors• Nurses

Consumer Education Project of Milk SATarget audiences

General communication

• Consumers• LSM 6-10• All Ages

Specialised communication

• Health professionals• Dietitians• Doctors• Nurses

CONSUMERS

SchoolsGrds 0-7

TeenagersAged: 13-18

MothersWith children

Low incomeConsumers

Sports community

General communication LSM 6-10

www.dairykids.co.za

Television and social media

Print advertorials

Government Clinics

Leaflets, print and public relations

CONSUMERS

SchoolsGrds 0-7

TeenagersAged: 13-18

MothersWith children

Low incomeConsumers

Sports community

General communication LSM 6-10

www.dairykids.co.za

Television and social media

Print advertorials

Government Clinics

Leaflets, print and public relations

1. Television

2. Microsite

3. Facebook Page

4. Digital advertising campaign

To communicate the dairy message to reach teenagers via communication channels frequented by teenagers.

Campaign objectives

AIM: Create awareness of dairy by taking dairy out of the kitchen an placing it in the activity space of teenagers

MESSAGEDairy is:

• refreshing• convenient to consume• good for you

Convey the value of the nutrient richness of dairy

Why teenagers?

South Africa is a ‘young’ country with a very high percentage of teenagers within the population pyramid

Ultimately

Dairy must be positioned as

indispensable

to the well-being of

the target.

Alternative to competitors.

Dairy must be ‘cool’.

Teens need ‘reason’ to

consume dairy.

TelevisionFacebookMicrositeDigital advertising campaign

Television - history

Year Nr of TV ads

Title Accolades

2008 2 Milk (Petrol station) and Cheese (Diner)

Creative Circle Ad of the Month 2008

2009 3 Hen, Whale and Tortoise

Creative Circle Ad of the Month 2009

2010/11 2 Settler and Zulu Winner of IDF innovations award

2013/14 2 Dusty and Stix • Cannes awards: In top 19 finalists in Savoury Foods Category

• Creative Circle of the Month, March 2013

• One of three finalists of IMP awards

Development of advertisement

– Develop a brief – presented to the ad agency

– Developed storyboard

– Tested storyboard with target

– Approved one concept for production

– Production

Previous TV ads aimed at teens

Dusty Stix

Third TV ad in this series

Television and Social media 2015

campaign 2015.

Loretta Rush

Dairy gives you go advert

Launched in January 2015

Television awards

The ‘Loretta’ Dairygivesyougo TV commercial was voted January`s Best of Reel by an organisation representing South African directors, editors and animators.

Television

FacebookMicrositeDigital advertising campaign

Facebook page

• Support to TV ad• Platform to introduce the competition.• Create traffic to Microsite

Facebook competition

Visitors to the Facebook page are invited to post a ‘selfie’ with the hashtag #OOTD (outfit of the day) and #OnTheGo on Facebook to enter a competition and stand a chance to win a Sportscene Voucher.The winner is determined by the most LIKES

Overview – 7 weeks of thecompetition• New fans: 1200• FB Video views: 6335• YouTube video views: 1600• Competition entries: 280

What people say

Tweets

• Many tweets were received• Do not have a twitter account• Good measure of the ‘talk’ on social media

TelevisionFacebook

MicrositeDigital advertising campaign

Microsite www.dairygivesyougo.co.za

Infographics are used to convey the dairy health messages

Television

Facebook

Microsite

Digital advertising campaign

Digital advertising online banner ads

• Support to microsite

• Carry health an nutritional message

– and direct traffic to microsite

• Placed on – Google search; Social media sites;

YouTube; 24.com, MXIT, Nickelodeon, Cartoon network, Facebook , MXIT

DIGITAL MEDIA

Thank you

www.rediscoverdairy.co.za