Campaign Watch: Mother Dairy’s Summer of Happiness
Mother
Dairy is beginning to actively pick up digital integrations as a part of their
campaign construct after big spends on print and TV. The only significant digital
campaign that I remember from the dairy behemoth is the ‘Virtual Christmas Tree’
promotion for their Ice Cream.
The latest Summer of Happiness campaign nicely addresses the entire dairy product portfolio. Content integrations woven around local celebrity endorsements was the theme for print and I wondered why the same material wasn’t used on digital platforms. Now we have a digital extension to the same campaign which includes a digital destination, YouTube Channel, Facebook and Twitter brand pages.
The content centers on celebrity chef Vikas Khanna’s quick recipes incorporating Mother Dairy products. The videos are available on the YouTube Channel and branded microsite. The promotion includes a contest called ‘Recipe of Happiness’ where users can submit their own recipes using Mother Dairy products, upload a picture and win. The contest is being amplified through their social media channels.
The latest Summer of Happiness campaign nicely addresses the entire dairy product portfolio. Content integrations woven around local celebrity endorsements was the theme for print and I wondered why the same material wasn’t used on digital platforms. Now we have a digital extension to the same campaign which includes a digital destination, YouTube Channel, Facebook and Twitter brand pages.
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| Summer of Happiness Microsite |
The content centers on celebrity chef Vikas Khanna’s quick recipes incorporating Mother Dairy products. The videos are available on the YouTube Channel and branded microsite. The promotion includes a contest called ‘Recipe of Happiness’ where users can submit their own recipes using Mother Dairy products, upload a picture and win. The contest is being amplified through their social media channels.