2013 Online Campaign - ''Make Fresh Memories''

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Context : Natrel wish to win more shares in the Lactose Free Market. Natrel Lactose Free (LF) is the only Canadian brand that truly delivers “the real fresh taste of real fresh milk, without the lactose”. Therefore, the only brand that can provide the cherished authentic experience of dairy to the lactose intolerant community. 

The thinking :  We’re going to celebrate the goodness of milk and cream with the lactose intolerant (LI) community. With Natrel, milk doesn’t have to be a four-letter word: Natrel makes it possible for lactose intolerant dairy lovers to enjoy the pleasures of dairy again without the discomfort. 

The concept : There was this trend online where people did a lot of ''now and then'' photos. We had the idea to tie in the milk moment into the campaign. 

The work I did : Online strategy, Conception, Ideation, Tactical, social influence strategy.

 Some flow chart we did to represent the timeline of a campaign.

Some flow chart we did to represent the timeline of a campaign.

 Social Influence Strategy with Co-Creators : we invited a bunch of amazing food enthusiasts to create lactose free recipe. The chocolate milkshake was created by  The Gouda Life  for the Lactose Free Campaign. 

Social Influence Strategy with Co-Creators : we invited a bunch of amazing food enthusiasts to create lactose free recipe. The chocolate milkshake was created by The Gouda Life for the Lactose Free Campaign. 

 Content from  Butterfly Food  for the Natrel Lactose Free campaign.

Content from Butterfly Food for the Natrel Lactose Free campaign.

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 Some examples we had. The online trend we were inspired by. (Now and Then Concept)

Some examples we had. The online trend we were inspired by. (Now and Then Concept)

 The contest part. People were able to participate through social media. #natrellactosefree

The contest part. People were able to participate through social media. #natrellactosefree

 Some social media sync up with bloggers. 

Some social media sync up with bloggers. 

 People could win a package that would reunite them with milk. (i.e. ice cream maker, milk shaker, etc.)

People could win a package that would reunite them with milk. (i.e. ice cream maker, milk shaker, etc.)

 People got excited about the product on social platforms. 

People got excited about the product on social platforms.