CASE STUDY: How Foremost boosted milk consumption in Thailand

Background
Foremost is a household dairy brand in Thailand.

Aim
The brand set out to encourage consumers to drink more milk for health purposes. It also served as a way to launch its new milk campaign under the key message that Foremost milk contains 55 natural nutrients. 

Execution
The brand targeted the masses in Thailand by launching a microsite, allowing individuals to post photos of themselves with a milk product and ultimately win the Guinness World Record for the largest picture mosaic in the world.

The campaign promoting and driving users to upload pictures went live offline and online simultaneously on 1 May. Foremost also recruited troops who traveled around to capture fan moments with the brand.

In support of the initiative online, the campiagn included search engine marketing, Facebook advertisements, and a Facebook Fan page. 

Foremost also endeavoured to donate milk to the Thai Red Cross for every photo posted.

Results

After being certified by Guinness World Records, the ‘Thais drink milk’ photo mosaic went on display at Central World Square in Bangkok, one of Thailand’s most popular shopping malls, as a collection of 154,560 individual photos of people drinking milk covering 1,610 square meters.

Over 547,236 photos of the Thai public were submitted via the website in May. The campaign also received more than 156 million impressions, reaching out to over 5 million people in Thailand, with a low cost per reach of USD$0.005.