Dutch Mills milk can products, Dmalt Can and White Gold Milk, are sold exclusively in mom-and-pop shops all over Thailand. However, these shops are struggling from declining sales due to the emergence of online shopping, the expansion of CVS, and the ongoing pandemic. Dutch Mill wanted to help out these small independent shops, which are the beating heart of Dutch Mill's business as well as the entire Thai economy.
Sponsor Of Mom And Pop Shops
The milk of human kindness
Client
- Dutch Mill
Office
- Bangkok
CHALLENGE
INSPIRATION
We found that our milk cans are often purchased in pairing with other snacks.
IDEA
Since each mom-and-pop shop sells their own signature local snack, we launched The Sponsor of Mom-and-Pop Shops campaign to drive sales for both Dutch Mill's milk cans and each shop's homemade snacks at the same time.
We kicked o with a recruitment lm asking mom-and-pop shops all over Thailand to submit homemade clips for advertising their homemade snacks with our milk cans. Then, Dutch Mill boosted these clips as geo-targeted ads to customers within each shop's 1km radius. Shop owners could also upload and boost their own clips via our DIY microsite platform. In addition, we also provided each participating shop with product posters and combo packs to help drive their sales at the point of purchase.
GROWTH
More than 200 mom-and-pop shops around Thailand joined the campaign by sending their clips to Dutch Mill - Average sales of all participating mom-and-pop shops increased by 20%
Dmalt Cans and White Gold Milk sales went up 200%
$500K Earned Media
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Awards
2021 Adstars
Finalist
2021 Adman
Direct: User of Social Platform
Silver
2021 Adman
Direct: Product & Service
Silver
2021 Adman
Digital: Co-Creation & User Generated Content
Bronze
2021 Adman
Digital: Audience Targeting & Engagement
Bronze
2022 Clio Awards
Integrated Campaign
Shortlist
2022 ADFEST
Direct
Bronze
2022 One Show
Social Media
Shortlist
2022 One Show
Direct
Shortlist
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