Reinventing WA's largest flavoured milk brand through social media

Market leader Masters had been in a slow decline, supported by a loyal older consumer base.

The challenge was to:

• Find growth and brand resonance with a new, younger market, as well as new international and interstate arrivals to our growing state.
• Relaunch the brand to appeal to light and lapsed users, while maximising Masters’ iconic brand assets and redefining the brand’s position in the consumer’s mindset.

• In developing Masters Milk's social media strategy, we conducted a market analysis to craft the ideal buyer persona to be targeted, and identify current market trends that appeal to them.
• We then developed a series of organic campaigns to activate the new brand position: "It’s more awesoMe with M" by leveraging culturally relevant trends to appeal to a younger audience.