MIX and Non Stop created magic

MIX wanted a head start on the summer season and kick-started milkshake sales in the spring of 2022. They also wanted to move from the kiosk segment to the restaurant segment, and milkshakes were an important part of the strategy. With that, they challenged Aller Media.

With the concept "Milkbar", which offers magical milkshakes in exciting flavors, they wanted to reach a young target group between 15-29 years old and become the go-to place for milkshakes. The target group is difficult to reach and engage, so the campaign was dependent on an entertaining outlet to reach out.

- "MIX has had milkshakes for a few years now, but has had challenges in taking the leading position due to strong competition in the milkshake market. We wanted Aller Media to help us take this position and increase the share of people who would buy milkshake at MIX," says Christoffer Smedås, Digital Lead at Carat.

A match that created magic

4 goals were set for the campaign.

High awareness of the campaign, increasing awareness and top-of-mind of MIX and their magic milkshake, while increasing the likelihood of purchase in the target group.

- "We wanted to do something playful with the outlet. It was crucial to think 360 solution and use Aller Media's toolbox across our products to achieve attention and engagement," says Lisbeth Langnes, Strategic Group Account Manager for Aller Media.

It was important for MIX to inspire the target group to choose MIX milkshake over a competitor. The result was an outlet in the playful Non Stop universe - a perfect match that created magic!

- We had to have well-known profiles talking about our product that the target group could recognize," says Smedås.

With a fully integrated sponsorship, TikTok and display ads, Aller Media created a common thread throughout the campaign. In addition, they collaborated with four well-known influencer profiles.

Commercial to editorial

- "We had a vision of creating a story from the commercial into the editorial," says Robert Grosvold, product manager for advertiser-funded production at Aller Media.

The campaign starts with a pre-roll showing how a milkshake is made, produced by Aller Media, and then a sponsor vignette showing the finished product. Together with MIX, Aller Media found an innovative solution that integrated the pre-roll naturally into Non Stop, recorded in their own studio.

The red thread continues with the editorial column "Oh my goodness milkshake" where they showed funny clips from real life and displays with tactical messages.

- The guys also created a huge amount of engagement at Tiktok with 22 posts dedicated to MIX. "The content was right on target for the audience we were looking for," says Grosvold.

In addition to a bespoke sponsor vignette showing the finished product and product placement in all clips from the studio, we move into the editorial where the viewer got to see the milkshake being enjoyed by the presenters.

Exclusive display ads around the player and program were used to drive awareness and engagement with tactical messages.

- For additional coverage, we topped it all off with influencer collaboration. The influencers got to play around with the concept and created lots of great content in their own channels," says Langnes.

The results delivered!

Four ambitious targets were set for the campaign in a very demanding target group, but the results delivered better than expected on all parameters.

With this 360 campaign, they managed to achieve a 57% awareness of the campaign among the target group. Awareness of "Milkbar" increased by 31% and top of mind increased by 21%.

After the campaign, 17% increase in purchase visibility was also measured.