CHALLENGE

Dutch Mill􏰂s 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.

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%

- 40 Million Impressions

- $500K Earned Media

CASE VDO DUTCHI MILL SPONSOR OF MOM POP SHOPS 1

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Awards

2021 Adstars

Finalist


2021 Adman

Direct: User of Social Platform


Silver

Adman

Direct: Product & Service


Silver

2021 Adman

Digital: Co-Creation & User Generated Content


Bronze

2021 Adman

Digital: Audience Targeting & Engagement


Bronze