{"id":671,"date":"2024-09-16T23:48:42","date_gmt":"2024-09-16T23:48:42","guid":{"rendered":"https:\/\/www.marsunited.com\/nz\/2024\/08\/26\/milo-afl-winter-sampling-roadshow\/"},"modified":"2024-09-16T23:48:46","modified_gmt":"2024-09-16T23:48:46","slug":"milo-afl-winter-sampling-roadshow","status":"publish","type":"post","link":"https:\/\/www.marsunited.com\/nz\/case-studies-milo-afl-winter-sampling-roadshow\/","title":{"rendered":"MILO x AFL Winter Sampling Roadshow"},"content":{"rendered":"\n[et_pb_section fb_built=”1″ _builder_version=”4.25.0″ _module_preset=”default” custom_margin=”0px||0px||false|false” custom_padding=”0px||0px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” width=”100%” custom_margin=”40px|0px|24px|0px|false|false” custom_padding=”0px|0px|0px|0px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”Issue” _builder_version=”4.25.0″ _module_preset=”d4f13fe2-d8fc-48af-a994-de4fdccf4ce9″ custom_padding=”0px|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”7b58673f-00f5-48f9-b327-16945fba409a” max_width=”744px” custom_padding=”0px|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”]

How can we strategically uplift the MILO brand across the funnel\u2014focusing on driving trial, converting it into repurchases, and building long-term loyalty to successfully recruit 750,000 new households over three years?<\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.25.0″ _module_preset=”default” width=”100%” custom_margin=”0px|0px|0px|0px|false|false” custom_padding=”0px|0px|0px|0px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”1_2″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”Insight” _builder_version=”4.25.0″ _module_preset=”d4f13fe2-d8fc-48af-a994-de4fdccf4ce9″ custom_padding=”0px|0px|24px|0px|false|true” locked=”off” global_colors_info=”{%22gcid-92bb32dd-6e0e-4429-9d44-293093944292%22:%91%22title_text_color%22,%22title_text_color%22%93}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”7b58673f-00f5-48f9-b327-16945fba409a” custom_padding=”0px|0px|24px|0px|false|true” locked=”off” global_colors_info=”{%22gcid-92bb32dd-6e0e-4429-9d44-293093944292%22:%91%22text_text_color%22,%22text_text_color%22%93}” theme_builder_area=”post_content”]

63% of children participate in at least one organised sport outside of school hours. Participation in organised sport is highest among 9 to 11 years old\u2019s at 68%.\u200b<\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”Idea” _builder_version=”4.25.0″ _module_preset=”d4f13fe2-d8fc-48af-a994-de4fdccf4ce9″ custom_padding=”0px|0px|24px|0px|false|true” locked=”off” global_colors_info=”{%22gcid-92bb32dd-6e0e-4429-9d44-293093944292%22:%91%22title_text_color%22,%22title_text_color%22%93}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”7b58673f-00f5-48f9-b327-16945fba409a” custom_padding=”0px|0px|24px|0px|false|true” locked=”off” global_colors_info=”{%22gcid-92bb32dd-6e0e-4429-9d44-293093944292%22:%91%22text_text_color%22,%22text_text_color%22%93}” theme_builder_area=”post_content”]

Leveraging the brand strategy that aligned with \u2018activity and sports\u2019, we sought to create face-to-face experiences that cemented MILO\u2019s proposition around active kids. Focusing on MILO\u2019s AFL sponsorship, our mission was to encourage trial & tasting of MILO by targeting kids & parents at the same time.<\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_video src=”https:\/\/www.marsunited.com\/au\/wp-content\/uploads\/sites\/2\/2024\/08\/Milo-Winter-2019_comp_420.mov” _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_video][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” width=”100%” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”Impact” _builder_version=”4.25.0″ _module_preset=”d4f13fe2-d8fc-48af-a994-de4fdccf4ce9″ custom_margin=”64px|0px|0px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_4,1_4,1_4,1_4″ _builder_version=”4.25.0″ _module_preset=”default” width=”100%” custom_margin=”0px||0px||false|false” custom_padding=”0px||0px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”1_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”1M” _builder_version=”4.25.0″ _module_preset=”142609b5-59a0-4702-bf1f-033d5d51c9c4″ title_text_color=”gcid-40f11e33-f36e-4924-a466-57d51b53dd28″ global_colors_info=”{%22gcid-40f11e33-f36e-4924-a466-57d51b53dd28%22:%91%22title_text_color%22%93}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”26548b43-ba13-4e11-ba27-5085f198e126″ text_text_color=”gcid-92bb32dd-6e0e-4429-9d44-293093944292″ global_colors_info=”{%22gcid-92bb32dd-6e0e-4429-9d44-293093944292%22:%91%22text_text_color%22%93}” theme_builder_area=”post_content”]

estimated physical reach of in-stadium spectators<\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”100k” _builder_version=”4.25.0″ _module_preset=”142609b5-59a0-4702-bf1f-033d5d51c9c4″ title_text_color=”#ff3333″ locked=”off” global_colors_info=”{%22gcid-92bb32dd-6e0e-4429-9d44-293093944292%22:%91%22title_text_color%22%93,%22gcid-40f11e33-f36e-4924-a466-57d51b53dd28%22:%91%22title_text_color%22%93}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”26548b43-ba13-4e11-ba27-5085f198e126″ text_text_color=”#231f20″ locked=”off” global_colors_info=”{%22gcid-primary-color%22:%91%22text_text_color%22%93,%22gcid-92bb32dd-6e0e-4429-9d44-293093944292%22:%91%22text_text_color%22%93}” theme_builder_area=”post_content”]

MILO packs distributed to AFL fans<\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”130k” _builder_version=”4.25.0″ _module_preset=”142609b5-59a0-4702-bf1f-033d5d51c9c4″ title_text_color=”#ff3333″ locked=”off” global_colors_info=”{%22gcid-92bb32dd-6e0e-4429-9d44-293093944292%22:%91%22title_text_color%22%93,%22gcid-40f11e33-f36e-4924-a466-57d51b53dd28%22:%91%22title_text_color%22%93}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”26548b43-ba13-4e11-ba27-5085f198e126″ text_text_color=”#231f20″ locked=”off” global_colors_info=”{%22gcid-primary-color%22:%91%22text_text_color%22%93,%22gcid-92bb32dd-6e0e-4429-9d44-293093944292%22:%91%22text_text_color%22%93}” theme_builder_area=”post_content”]

Grassroots activations tastings over 16 weeks<\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”235K” _builder_version=”4.25.0″ _module_preset=”142609b5-59a0-4702-bf1f-033d5d51c9c4″ title_text_color=”#ff3333″ locked=”off” global_colors_info=”{%22gcid-92bb32dd-6e0e-4429-9d44-293093944292%22:%91%22title_text_color%22%93,%22gcid-40f11e33-f36e-4924-a466-57d51b53dd28%22:%91%22title_text_color%22%93}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”26548b43-ba13-4e11-ba27-5085f198e126″ text_text_color=”#231f20″ locked=”off” global_colors_info=”{%22gcid-primary-color%22:%91%22text_text_color%22%93,%22gcid-92bb32dd-6e0e-4429-9d44-293093944292%22:%91%22text_text_color%22%93}” theme_builder_area=”post_content”]

Grassroots activations tastings over 16 weeks<\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_4,1_4,1_4,1_4″ _builder_version=”4.25.0″ _module_preset=”default” width=”100%” custom_margin=”0px||0px||false|false” custom_padding=”0px||0px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”1_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”+10%” _builder_version=”4.25.0″ _module_preset=”142609b5-59a0-4702-bf1f-033d5d51c9c4″ title_text_color=”gcid-40f11e33-f36e-4924-a466-57d51b53dd28″ global_colors_info=”{%22gcid-40f11e33-f36e-4924-a466-57d51b53dd28%22:%91%22title_text_color%22%93}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”26548b43-ba13-4e11-ba27-5085f198e126″ text_text_color=”gcid-92bb32dd-6e0e-4429-9d44-293093944292″ global_colors_info=”{%22gcid-92bb32dd-6e0e-4429-9d44-293093944292%22:%91%22text_text_color%22%93}” theme_builder_area=”post_content”]

REPURCHASE<\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”+6%” _builder_version=”4.25.0″ _module_preset=”142609b5-59a0-4702-bf1f-033d5d51c9c4″ title_text_color=”#ff3333″ locked=”off” global_colors_info=”{%22gcid-92bb32dd-6e0e-4429-9d44-293093944292%22:%91%22title_text_color%22%93,%22gcid-40f11e33-f36e-4924-a466-57d51b53dd28%22:%91%22title_text_color%22%93}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”26548b43-ba13-4e11-ba27-5085f198e126″ text_text_color=”#231f20″ locked=”off” global_colors_info=”{%22gcid-primary-color%22:%91%22text_text_color%22%93,%22gcid-92bb32dd-6e0e-4429-9d44-293093944292%22:%91%22text_text_color%22%93}” theme_builder_area=”post_content”]

Loyalty<\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”+9%” _builder_version=”4.25.0″ _module_preset=”142609b5-59a0-4702-bf1f-033d5d51c9c4″ title_text_color=”#ff3333″ locked=”off” global_colors_info=”{%22gcid-92bb32dd-6e0e-4429-9d44-293093944292%22:%91%22title_text_color%22%93,%22gcid-40f11e33-f36e-4924-a466-57d51b53dd28%22:%91%22title_text_color%22%93}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”26548b43-ba13-4e11-ba27-5085f198e126″ text_text_color=”#231f20″ locked=”off” global_colors_info=”{%22gcid-primary-color%22:%91%22text_text_color%22%93,%22gcid-92bb32dd-6e0e-4429-9d44-293093944292%22:%91%22text_text_color%22%93}” theme_builder_area=”post_content”]

Consideration<\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”20%” _builder_version=”4.25.0″ _module_preset=”142609b5-59a0-4702-bf1f-033d5d51c9c4″ title_text_color=”#ff3333″ hover_enabled=”0″ locked=”off” global_colors_info=”{%22gcid-92bb32dd-6e0e-4429-9d44-293093944292%22:%91%22title_text_color%22%93,%22gcid-40f11e33-f36e-4924-a466-57d51b53dd28%22:%91%22title_text_color%22%93}” theme_builder_area=”post_content” sticky_enabled=”0″][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”26548b43-ba13-4e11-ba27-5085f198e126″ text_text_color=”#231f20″ locked=”off” global_colors_info=”{%22gcid-primary-color%22:%91%22text_text_color%22%93,%22gcid-92bb32dd-6e0e-4429-9d44-293093944292%22:%91%22text_text_color%22%93}” theme_builder_area=”post_content”]

OF TV COST WITH EQUAL AWARENESS<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” width=”100%” custom_margin=”||||false|false” custom_padding=”0px||||false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][wdcl_image_carousel is_autoplay=”off” nav_pagi=”nav_pagi” slide_count=”1″ is_auto_height=”on” pagi_height=”8px” pagi_width=”80px” pagi_radius=”on|0px|0px|0px|0px” pagi_spacing=”4px” pagi_color_active=”gcid-40f11e33-f36e-4924-a466-57d51b53dd28″ pagi_width_active=”80px” _builder_version=”4.25.0″ _module_preset=”default” width=”80%” module_alignment=”center” global_colors_info=”{%22gcid-40f11e33-f36e-4924-a466-57d51b53dd28%22:%91%22pagi_color_active%22%93}” theme_builder_area=”post_content”][wdcl_image_carousel_child photo=”https:\/\/www.marsunited.com\/au\/wp-content\/uploads\/sites\/2\/2024\/08\/Picture2-scaled.jpg” _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/wdcl_image_carousel_child][wdcl_image_carousel_child photo=”https:\/\/www.marsunited.com\/au\/wp-content\/uploads\/sites\/2\/2024\/08\/Picture3-scaled.jpg” _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/wdcl_image_carousel_child][wdcl_image_carousel_child photo=”https:\/\/www.marsunited.com\/au\/wp-content\/uploads\/sites\/2\/2024\/08\/Picture5-scaled.jpg” _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/wdcl_image_carousel_child][wdcl_image_carousel_child photo=”https:\/\/www.marsunited.com\/au\/wp-content\/uploads\/sites\/2\/2024\/08\/Picture6.jpg” _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/wdcl_image_carousel_child][\/wdcl_image_carousel][\/et_pb_column][\/et_pb_row][\/et_pb_section]\n","protected":false},"excerpt":{"rendered":"

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