Popular chocolate brand Milka used targeted video ads for a Czech Republic Mother’s Day campaign that increased ad recall by 7 points.
Case study summary
• Milka wanted to associate itself with key seasonal moments in the Czech Republic, especially Mother’s Day
• Decided to informalise the holiday by calling it “Mommy’s Day” and make it more personalised.
• Campaign targeted at men and women aged 15–45, using reach and frequency buying tool
• Ads got a 6-point increase in intent to buy
The challenge
Created over 100 years ago in the home of fine chocolate, Switzerland, Milka is one of the world’s most popular confectionery brands. It offers multiple flavours for chocolate fans to choose from.
Milka wanted to associate itself with key seasonal moments in the Czech Republic, especially Mother’s Day, to increase sales, grow brand awareness and build message association. With almost 4 million people in the Czech Republic using Facebook to connect with family members every day, Milka believed it could reach its customers in a cost-effective way.
The solution
To increase association between Milka and Mother’s Day—a very important and emotional holiday—the brand created a warm and compelling video campaign.
Knowing that very few people actually refer to their parent as “mother”, Milka decided to informalise the holiday by calling it “Mommy’s Day” and make it more personalised. Milka wanted its audience to see the day as a chance to thank their mums with a simple but heartfelt gift.
The campaign was broadly targeted at men and women aged 15–45, and the brand used the reach and frequency buying tool to ensure its message reached the right people at the right time.
The ad creative was simple and clear, with Milka’s iconic purple packaging acting as the guide for the video’s colour palette.
The results
After a successful Valentine’s Day campaign, Milka did it again on Mother’s Day by using simple, honest messaging and broad Facebook ad targeting. The April 14–May 14, 2017 campaign resulted in:
• 7-point increase in ad recall
• 5-point increase in campaign awareness
• 6-point increase in intent to buy
Dominika Bardiovská, Brand Manager CZ/SK, Milka, said: “Facebook is a crucial media channel for Mondelēz. It helps us reach audiences we would not be able target through TV or other media. In this campaign, Facebook proved to be the most cost-effective channel, enabling us to reach more than 57% of our target audience in just 3 weeks.”
