THE CHALLENGEDutch Lady identified 'tweens' (8-12 year-old pre-adolescents) as household influencers for its Purefarm 200ml product. While Dutch Lady is the milk beverage of choice for moms, it isn't a relevant or top of mind brand for tweens, who are a difficult segment to catch, being too young for Facebook and Google targeting.
We built #memangOHSEM, a social ecosystem designed to get the attention of tweens, supported by the influencers they were likely to listen to – tween/teen KOLs.
Organic postings through Instagram via @dutchladymy and KOL postings sought to drive engagement with tweens, while Facebook postings encouraged product redemption from parents both online and via roadshows, where Facebook Live was also utilised.
Non-incentivised user-generated submissions
Positive campaign mentions
Increase in fan base
Organic reach on Instagram
With the primary goal of building a community among tweens, the campaign achieved milestones across various metrics such as +600 non-incentivised user-generated submissions, +97% positive campaign mentions, well over 10.5k increase in the fan base, and +50.4k organic reach on Instagram.