LACTAID
”MILK THE MOMENTS” 2018
WHITNEY PORT PARTNERSHIP
CAMPAIGN DESCRIPTION
"Milk the Moments" was an idea born out of a play on words, and the idea that when you spend less time worrying about your upset stomach, you can spend more time making moments memorable and meaningful. Once this media idea was pitched to the client, we partnered with Tastemade to execute this into 3x pieces of digital content.
I was tasked with identifying an ambassador to champion this idea by vetting through lactose-sensitive stories and using data to back our findings. Through this process, I was able to identify Whitney Port as not only someone who had an audience that fit our target, but her profile as a dairy-sensitive, new mom, known for her health and wellness lifestyle, resonated well with the creative idea we wanted to present. My recommendation ultimately led our client and Tastemade to get her signed, with the success buying the client in for a Year 2.
MY RESPONSIBILITIES:
Led talent search for Year 1 Milk the Moments Campaign
Ran data reports and vetted 60+ influencers (traditional celebrity and digital). Presented findings to Tastemade and Lactaid.
Whitney Port was presented as my #1 recommendation based on my data findings, which was the basis for the brand's decision to move forward with her.
details
PRODUCTION:
3x digital recipe videos
PR and digital interviews
Social media amplification
TALENT:
Whitney Port
LAUNCH:
February 2018