Milk Every Moment pilot and results

At the start of the year, we carried out pilot activity with British Universities and Colleges Sport (BUCS) to test messages, identify effective digital platforms, understand student attitudes towards dairy milk and refine our approach before the launch of Milk Every Moment.

The activity included:

• Launching a microsite
• Event activations
• Instagram and TikTok content
• Email campaigns

Over 1.5 million people saw our posts across various accounts, with 250 pieces of content delivered and significant engagement from 200K students and fans.

The best-performing messages included:

• Emphasising affordability
• Highlighting milk's protein benefits for muscle maintenance
• Promoting its vitamin B12 content for immunity support

TikTok and Instagram emerged as top-performing social media accounts, with an emphasis on authentic, peer-delivered content and embedded messages in short-form videos.

Livestreams, particularly on YouTube, provided opportunities for authentic discussions about milk benefits during sporting events.

We got positive feedback on milk sampling and other engagement activities at in-person sporting events.​

Student feedback indicated strong acceptance of milk as part of a healthy diet, with interest in recipes and nutritional information.

Suggestions for future content focus on sustainability and vitamin B12 benefits.