MILO holds a special place in the hearts of Aussies. But the age-old debate that has divided the nation for almost a century is whether the Aussie favourite should be served hot (and creamy) or cold (and crunchy).
Tapping into this cultural tension, this notion became the centre of MILO’s #MILOHotvCold campaign. The integrated campaign aimed to generate buzz and conversations about MILO in households across the nation, and to do so, it looked to Twitter and its highly engaged audience.
As part of the #MILOHotvCold campaign, MILO launched a virtual debate on Twitter, encouraging Aussies to pick their side: #MILOTeamHot or #MILOTeamCold. The campaign kicked off with the launch of a brand-spanking new Twitter account for @miloanz, and shortly after, the #MILOHotvCold virtual debate hit Aussies’ feeds.
MILO tapped into Twitter’s key products to create mass awareness and facilitate conversations around the contested debate. This included leveraging Twitter’s Promoted Trend Spotlight and First View takeover so the debate appeared at the top of the Twitter Explore Tab and high in Aussies’ Twitter feed.
To encourage engagement, MILO also harnessed a combination of polls and Conversation Cards, so with one click, Aussies could easily pick their side — #MILOTeamHot or #MILOTeamCold. And whenever a side was picked, and the hashtags were Tweeted, a branded emoji, replicating everyone’s favourite chocolate drink, was triggered to spark further engagement.
But the team at MILO wanted to maintain the buzz well after the launch day so together with Twitter, uncovered the cultural events that people were talking about. These insights were then used to inform and create tailored content that was posted in the weeks after the campaign launched. From the return of Friday Night Footy to our screens, to the re-opening of gyms, or those lucky enough to hit the snow slopes, MILO tapped into these conversations to connect and foster engagement with Aussies around the country.
To end the hotly contested debate taking place on Twitter, MILO held a final poll and declared Aussie’s true favourite — #MILOTeamCold, which again sparked ongoing conversations on and off platform.