Milk Mustache Campaign — Learn Social Media By Example

Social Media Campaign Stat Box

: Milk Mustache Campaign - Why Milk

: Cause Rallying

: http://whymilk.com

: Facebook, Twitter

: Everyone - especially children & families

: Emotional appeal, celebrities & health concerns

: 1993

: Ongoing

Some Milk Mustache Celebrities

Some Milk Mustache Celebrities

Milk is naturally nutrient rich like no other beverage – it’s nature’s wellness drink“! Therefore, making sure that milk is always on the table is an easy way to help build a strong family.

Idea & Objectives:

Got Milk? is an American advertising campaign encouraging the consumption of cow’s milk, which was created by the advertising agency Goodby Silverstein & Partners for the California Milk Processor Board in 1993 and later licensed for use by milk processors and dairy farmers. It has been running since October 1993. The ads would typically feature people such as Emma Hawkins or Zoheir Ebrahim in various situations involving dry or sticky foods and treats such as cookies and peanut butter. The person then finds himself in an uncomfortable situation due to a full mouth and no milk to wash it down. At the end of the commercial the character would look sadly to the camera and boldly displayed would be the words, “Got Milk?”. Following that, the Milk Mustache Campaign expanded into a website, a Facebook Fanpage and a Twitter account, which were created to provide a place for people to discuss the latest news about milk mustache celebrity ads, get recipes for milk-based platters and read the latest health and nutrition news about milk.

Here’s an example of one of the campaign’s messages: “Raise Your Hand for Chocolate Milk”!

Buzz Generated:

Currently, there are 24,728 active fans on Milk Mustache Campaign’s Facebook Fanpage. The fans share stories, experiences and discussions about milk and comment on recent news regularly.

Conversations on the campaign's fanpage

Conversations on the campaign's fanpage

As for Twitter, though the number of followers might not be that impressive – 1,754 followers, the number of tweets and overall interactions is not bad. (My explanation would be that the main focus of the campaign is on Facebook and the website rather than Twitter).

Tweets for MilkMustache Campaign

Tweets for MilkMustache Campaign

Moreover, the ranking and the stats on Alexa for the campaign site shows that it’s a quite active one…

WhyMilk Site Alexa Stats

WhyMilk Site Alexa Stats

My Take & Your Lessons :)

Yet another campaign I am in LOVE with: it’s very approachable and indeed beneficial! The lessons learned for this campaign could be summarized in three simple words: Interactivity is key; give people ways to interact with your campaign and that is exactly what you will get! But that’s not it:

  1. Sometimes, including celebrities in your campaign can highly increase your campaign’s credibility as well as your likability!
  2. Having a basis to use for spreading good deeds shows good-will. Almost always, people are drawn to this approach and they appreciate having the chance to make a difference.
  3. Smaller related campaigns under the umbrella of the main campaign can be very successful, since you already have your target audience and they are interested in what you have to say!

You can order the Milk Mustache book online by clicking here… Or participate in this amazing campaign by passing a gallon of milk!

Finally, I wonder: Have you heard about this campaign or participated in it on some level or another? Do you like it? Do you think it is worth all this fuss and money?

Looking forward to hearing your feedback down below…

: 5/5
: 5+/5
: 5/5
: No
: 5/5

Comments and Reactions

  • http://blog.thoughtpick.com M.Bamieh

    This is old school ! Got Milk? has been running for ages and quite successfully i might add … but after 17 years i think its more of a relic … needs a new brand to push its message further

  • http://redcubemarketing-blog.com/2010/05/19/case-study-crunch-food-drink-part-1/ Case Study Crunch: Food & Drink, Part 1 « The Cube

    [...] Cola’s Expedition 201 Campaign – Learn Social Media by Example Thoughtpick // 13/05/10 . Milk Mustache Campaign – Learn Social Media by Example Thoughtpick // 10/05/10 . Virginia Wine and Social Media – Part IV – Bluemont [...]

  • http://www.quantminds.com/2008/02/time-series-advertising-expenditure-case-study.html Time Series Advertising Expenditure Case Study | QuantMinds.com

    [...] Milk Mustache Campaign – Learn Social Media By Example (thoughtpick.com) [...]

  • http://hannahrankin.wordpress.com/2011/03/24/case-analysis-got-milk-the-milk-mustache-campaign/ Case Analysis: Got Milk? The Milk Mustache Campaign « Hannah Rankin

    [...] [analysis idea source] [...]

  • http://blog.thoughtpick.com/2011/04/10-tested-tips-to-ensure-the-success-of-your-social-media-campaigns.html 10 Tested Tips to Ensure the Success of Your Social Media Campaigns

    [...] 2. Milk Mustache Campaign: [...]

blog comments powered by Disqus

Latest pingbacks

Like us on Facebook

We love Tweepi

Tweepi Logo

Follow the best and unfollow the bots, with the only Twitter management tool with stats!

Big Advert

Share a post

Got an amazing campaign, web app or a social media related topic that you'd like to share with our readers?

Explore Thoughtpick

Our Archived Posts

Try Our #FF Helper App

FollowFriday Helper makes playing Twitter's #ff a piece of cake!

A brand new way to recommend tweeps based on how you tweet...

We're on Twitter

Oops, something went wrong and we could not display the latest tweets! :(

Thoughtpick by email

For more Learn Social Media by Example reviews, don't forget to subscribe to our posts by email:

©2010 thoughtpick, copyrights reserved.