Milo wins Aller Best Q2

Name: Feed Oslo
Price range: $

Now "everyone" knows that garments with just a LITTLE wool should also be washed with Milo.

Most people use wool detergent for garments made of 100% wool. What many people don't know is that they should also wash garments with as little as 5% wool with wool detergent, so that the enzymes in regular detergent don't eat up and destroy the wool fibers.

Milo wanted to do something about this. They also wanted to maintain their position in the market as the only detergent part for wool.

The goal of the campaign was

High advertising attention.

To increase Top of Mind to Milo.

To reinforce the following association: "Even garments containing only 5% wool should be washed with Milo".
To increase purchase likelihood among non-users.

- We chose to place our entire budget in Aller Media's universe," says Torbjørn Furu Krogstad, Senior Media & Communication Manager, Orkla Home & Personal Care.

It was a success!

Despite increased competition in the market where all players have wool detergent, and often at a lower price, Milo managed to achieve a crazy amount of advertising attention in the campaign.

They increased Top of Mind and reinforced the association that "Even garments containing only 5% wool should be washed with Milo". In addition, there was a marked increase in the purchase intention of non-users.

"Aller presented a solution proposal that we really believed in. Not only did we believe that this would be a good solution, but we also proved this in the very good results we achieved."

- Aurora Bjerke Nilsen, Digital Manager, OMD

What did we do?

- We've painted the digital surfaces Milo pink, used real people to run a wool-washing school and inspired the whole of Norway to take better care of their wool," says Furu Krogstad.

Based on insights from Aller Media, we created a pink 360 design based on a premium content case. Since the clothing brand Pierre Robert has the same target group, they were invited to join the team to reinforce the message.

We visited a family with children who were dressed up in Pierre Robert from head to toe, and who gave good advice on washing garments with wool.

- Our photographer Rasmus Skaug took lots of great pictures at the family's home, which we used across content and display to create a holistic campaign. We also ran a sponsorship on Rød Løper , including product placement and competitions," says Lisbeth Langnes, Strategic Account Manager at Aller Media.

The results show a sky-high awareness

of as much as 67%.
17% more people had Milo Top of Mind after seeing the campaign.
The association "even garments containing only 5% wool should be washed with Milo" increased by 11%.
Likelihood of purchase among non-users increased by as much as 41%
72% said they would buy Milo as a result of the campaign.

"The campaign is the result of a very good collaboration across advertisers, agencies and media. A dream collaboration, in my opinion!"

- Aurora Bjerke Nilsen, Digital Manager, OMD