Milo's | Content Trip
The Situation
Milo’s, known for its Famous Sweet Tea and Lemonade, has deep roots in the south, particularly in Birmingham, Alabama. However, the brand struggled to effectively communicate its origin story and brand pillars to media.
In addition to low brand awareness, Milo’s influencer program was fragmented, lacking a cohesive strategy and consistent, strategic relationships with creators.
There was an urgent need for a comprehensive PR & Influencer strategy to unify efforts and increase brand visibility among its target audiences.
The Solution
CBC executed a brand immersion trip for media and Milo’s new influencer partners, the #MilosMomentMakers. The goal of the immersion was two-fold: to onboard the new influencer partners and tell the story of Milo’s deep Southern heritage and brand differentiators to media.
Editors and the #MilosMomentMakers were fully immersed in the brand’s DNA during an overnight trip in Milo’s hometown of Birmingham, Alabama. The itinerary highlighted key brand pillars, creating an educational and interactive experience to inspire content and engage attendees.
Activations included personal storytelling from third-generation CEO Tricia Wallwork, a behind-the-scenes tour of the plant and taste-testing new product innovations.
CBC’s PROGRAM MANAGEMENT SERVICES
- Invitation and coordination of all media & influencer attendees
- Sourcing and management of accommodations
- Travel & logistics coordination
- Development and organization of the program schedule
- Integration of branded touch points throughout the experience
The Results
allrecipes Feature Placement
49M Impressions
212K Organic Impressions
61 Organic Social Posts
$25,000
Added Value Content*
*Estimated average influencer rate per set of deliverables