Advertising Project: Farmers Own Milk Campaign Strategy and Execution

This project analyzes an advertising campaign for Farmers Own Milk, addressing the challenges faced by the Australian dairy industry. It defines the problem, sets advertising objectives, and identifies the target audience as consumers aged 1-65, with a focus on middle and upper-class Australians. The media strategy emphasizes social media and traditional marketing to increase brand awareness and sales, while also highlighting the benefits of dairy farm milk. The creative strategy aims to build transparency by showcasing the milk production process, and includes emotional and rational appeals. The project explores creative techniques such as mind mapping and brainstorming, and details the creative execution, production constraints, and budget considerations for the campaign. Alternative creative options, such as jingles and celebrity endorsements, are also discussed. The overall goal is to position Farmers Own Milk as a symbol of purity and quality, emphasizing the efforts behind producing fresh milk.

Advertising
Farmers’ Own’
Milk

Purpose of the Study
◆ Defining the Problem
◆ Defining the advertising Objectives
◆ Understanding the Target audience
◆ Media Strategy
◆ Creative Strategy
◆ Creative Execution
◆ Production Consideration
◆ Budget Summary
◆ Conclusion

Problem to be Solved
◆ Australian Dairy Farm industry is in a recovering
phase from the global recession of the year 2008.
◆ As much as 60% of the Australian dairy produce is
exported in different countries.
◆ Decline in the usage of Dairy Farm produce.
◆ Decline in the quality of the milk production.
◆ Less penetration of the Dairy farm milk in the
Australian market.
◆ Marginal income to the Dairy Farmers.

Objectives of Advertising
Specific Objectives
Increase the brand awareness
Increase the sales of Farmers Own milk
Promoting the Dairy farm produce
Increasing the sales by a factor of 2.5X
Creating awareness of the usefulness of Dairy Farm Milk

Target Audience
◆ Target Audience is the group of customers towards
whom the marketing and promotions of the company
are directed.
◆ The target audience for Farmers Own Milk can be
defined as the people falling in the age range of 1
year-65 years.
◆ Targeted towards Children, Men, women, Elderly
parents.
◆ No gender Bias-Male & Female in the ration of 50:50.
◆ Targeted towards middle and upper class population of
Australia.

Media Strategy
◆ Media strategy is the composition of all the media
vehicles to be used in the promotion of the advertising
campaign.Media Vehicle Timing of the ad campaign Duration of the Media Strategy
Social Media Throughout the year- 4 post every
month
12 months
Affiliate Marketing Throughout the year 12 months
TV Commercial 3 times during the campaign, at
the start, in the middle and
towards the end
12 months
Billboards 3 months during the start 3 months
Radio Ads Throughout the year 12 months

Rationale For Media Choices
Media Vehicle Rationale
Social Media Social media has 88% penetration
and ensures good engagement and
conversation
Digital Media Affiliate marketing will help in
bringing more traffic on the website
You tube Helps to create mass awareness
TV Creating mass awareness of the
product
Newspaper Ad Targeting the elderly, working
professionals and females of the
families
Radio Ads Will help people to listen to the
commercial on the go and realize
the benefits of it.

Media Objectives
◆ Increasing Brand awareness of Farmer’s own milk
through the use of Social media and Traditional tools of
marketing.
◆ Increasing the sales of Farmers Own Milk through
extensive promotion on the marketing channels.
◆ Increase the awareness of Dairy Farm Milk in
comparison to Powdered products.
◆ Usefulness of the Farmers Own Milk in the
development of strength in the community.
◆ Creating positive brand advocates for Farmers Own

Creative Strategy
◆ The creative strategy is based on the underlying
reasoning to increase the awareness regarding Farmers
Own Milk and to built a relationship of transparency
with the customer audience by showing them what it
takes to bring 1 litre of milk bottle in the Supermarket.
◆ Farmers Own Milk has also collaborated with LEGO to
target the Children. The strategy here is to engage and
get the attention of Children by creating a dairy farm
by LEGO.

Advertising Appeal to be Used and Rationale
Advertising appeal is divided into 2 categories: Emotional
and Rationale Appeal.
◆ Personal Appeal- Farmers Own Milk want to use the
Personal Appeal to target its consumers by making
them understand the responsibilities towards their
family in providing quality and fresh milk.
◆ Pain Solution-This is part of rationale appeal, through
this ad campaign the company will address the
problem of consuming fresh quality milk at a
reasonable price.

Creativity Technique
Creativity technique is the technique used to reach
towards the creative idea; Here in this case, the
following techniques are being used:
◆ Mind Map of Farmers Own Milk
◆ Brainstorming with the Marketing team.
◆ Assessing the current trends in marketing and
promotion.
◆ Understanding the marketing landscape of the Dairy
farm industry and its collaboration with supermarkets.

Creative Strategy
The creative strategy is based on three parameters:
◆ Engagement
◆ Awareness
◆ Content relevancy
◆ Targeted use of media to the TG
◆ The idea here is to make people understand the
importance of Fresh quality dairy farm milk and the
efforts behind producing one litre of milk and
making it reach to the end customers.

Development of Creative Strategy
◆ The big idea to create a documentary showing
the entire process in producing, processing and
distributing milk came out by understanding the
consumer behaviour.
◆ People buy products about which they know in
detail, thus trust the brand. Hence, to leverage
this consumer behaviour attribute Personal and
Pain solution appeal advertisement will be
created.

Other Options
Few other creative options which were not selected:
◆ Jingle composition by Kylie Minogue for Farmers Own
Milk.
◆ Using Hugh Jack man as Brand ambassador for
Farmers own milk and promote strength through
drinking milk.
◆ A TV commercial showing the life stage of a
person, right from the birth to his old age,
merging the same with milk in every stage of
his life- To be used in next year advertising

Creative Rationale-Big Idea
◆ The rationale behind the creative
idea is to make people believe in
the milk produced by Farmers Own
milk.
◆ The company wants to make its
target audience aware of the high
quality, production method and the
hygiene adopted during the
production of milk.
◆ To position the brand as
Transparent and as serene and pure

Creative Execution

Production Constraints
◆ This will highlight the constraints encountered in
successful, creation, execution and implementation of
the ad campaign
◆ Mechanical Specification- Ad size not available on
Desired media vehicle.
◆ High cost of SEO and SEM, also the bidding on the
key words.
◆ Deadline by the management team to execute the
campaign by June 2018.
◆ Compliance with the Ad board of Australia.

Budget for the Campaign
Media Vehicle Budget Allocated Actual Cost
Social Media 3 Million 3.072 Million
Affiliate marketing - Commission Basis
You tube 50,000 AUD 40,000 AUD
Radio Ads 1 Million 2 Million
TV Commercial 4 Million 3.5 Million
Documentary cost 100,000 AUD 100,000
Billboards 1.25 Million AUD 1.4 Million

Thanks!