Peak Milk Ramadan Digital Media Campaign on Meta.
Exclusive Insights and Success story with Peak Ramadan Digital Media Campaign on Meta.
Peak Milk, a product of FrieslandCampina WAMCO Nigeria PLC, was introduced into the Nigerian market in 1954, almost 70 years ago, and has been nourishing Nigerians with quality dairy products for all age groups. Peak milk contains 28 vitamins and minerals that help support the whole body and sound mental performance.
As the market leader, Peak Milk pioneered local manufacturing of evaporated milk that ranks number one in quality to address consumers’ nutrition needs. Peak has delivered quality dairy nutrition and has also been identified as an unmatched category leader through its innovative products in Instant Milk Powder, Peak Evaporated Milk, Peak Yoghurt Drink, Chocolate milk powder, and recently, Peak Milky Pap to cater to diverse consumers; the young, old, low-income, and high-income families.
Peak Milk aims to nourish all Nigerians with quality Dairy nutrition and will continue to inspire Nigerians to reach for their Peak as it remains the number one milk in Nigeria.
Following the key media belief principles of FrieslandCampina, Peak Milk initiated the “fish when the fish bites” strategy and focused on the big rocks platform such as Meta alongside other platforms. Peak Milk understands the power of starting early, positioning the Ramadan season into Pre – during – post to effectively take advantage of Meta’s audience groups, impressions by frequency control & reach.
In addition, Peak Milk developed insight-driven content (key visuals and doable copies) on nourishing Peak meals, acts of kindness, and mosque visitation. A brand that nourishes, the role and place of the brand during Ramadan cannot be overemphasized.
“ Working closely with our agency Wavemaker WPP, represented by Adetunji Adelekan alongside the Meta Team at Aleph Group, Inc anchored by Jesudetan Onasanya, ARPA, and Timileyin Oyedeji, was an absolute pleasure. Our collective expertise and dedication were pivotal in making the webinar an outstanding success. I am happy to extend my appreciation for the exceptional collaboration we experienced during last week’s Ramadan webinar. This event showcased a brilliant case study on the Peak Milk campaign execution on Meta” stated Tuoyo Erikowa, Digital Marketing Manager at Friesland Campina.
“For us, the key insights from the campaign revealed valuable information about how customers interacted with the brand during Ramadan. Through personal connections, shopping habits, and behavioral patterns, we could gauge consumer responses to content. Utilizing Meta’s audience insights and planning metrics was instrumental in achieving these insights.
The campaign’s results were remarkable, exceeding our targeted audience by over 300% compared to our planned KPI. Our focus on pre-digital A/B testing and human-led creative visuals significantly boosted engagement by 159%, surpassing our initial goals during the Ramadan period, indicating strong customer purchase and consumption trends” says Adetunji Adelekan, Head of Paid Digital at WPP Wavemaker Nigeria.
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