In California, our primary target for milk has been moms. But since research shows a significant drop in milk consumption among tweens and teenagers, we proactively created and sold a grassroots campaign that speaks to them. The end result was an interesting contrast between cool and healthy–the healthy part being milk's ability to build strong bones.
We launched the campaign with two social videos which received more than 700,000 views and more than 84,000 engagements.
Outside of social media, we designed posters and exclusive merchandise that were distributed during our events and signed by professional skateboarders.