BETTER THAN MILK

SOCIAL INFLUENCER CAMPAIGN

MILKING IT CHALLENGE

With a new alternative milk product ready to make some mooves in the market, PANOS Brands turned to Spitball to come up with a thumb stopping Q4 social campaign to raise awareness about Better Than Milk.

A quick timeline was no match for the Spitball team. After some udder-ly intensive brainstorming sessions not one BUT TWO social campaigns emerged to help introduce Better Than Milk to sustainably conscious, alternative milk drinkers.

Milking It with Social Influencers

Since Better Than Milk was a relatively new brand in the competitive alternative milk market, Spitball knew that one targeted social ad would not be enough. Instead, Spitball tapped into the power of nano-influencers (<10K followers) on Instagram to showcase the product’s versatility.

To build awareness and engagement for the brand, Spitball hand-selected four nano-influencers based in Better Than Milks core values: better for the Earth (sustainable practice) and better for you (plant-based products). With the simple prompt of creating a custom recipe featuring one of Better Than Milk’s products, the nano-influencers delivered a range of content (from vegan mac and cheese to plant-based brownies) in a variety of different social formats including Instagram posts, stories and reels, TikTok videos, and more. (Photo Credit: Chelsea Vetre)

The Great Milk and Cookie Exchange

In the spirit of the December holiday giving season, Spitball also orchestrated a collaborative corporate social responsibility campaign with Better Than Milk. Partnering with MI-DEL Cookies, a leading PANOS brand, the Great Milk and Cookie Exchange ran for two-weeks incentivizing fans by donating a portion of online sales to the Community Food Bank of New Jersey.

Each campaign ran for a short two weeks but the results exceeded expectations. The programs successfully grew Better Than Milk’s audience on Facebook and Instagram by 23% accumulating nearly 9,000 new engagements on the brand-owned feeds. The nano-influencers that participated in the Milking It Challenge had an even greater impact extending the campaign’s reach by 18,328 new followers which resulted in over 2,000 additional engagements!

Brainstorming, organizing and executing two vastly different social campaigns is no small feat, so we are raising our glasses to another scrappy Spitball success.