Avonmore Balance Launch

The Power of Balance

THE CHALLENGE

In an almond/soy/coconut milk-led world of Insta influencers, dairy milk is becoming less and less popular. With this in mind, Avonmore wanted to focus on the many health-focused added benefits of their new Balance milk.

THE CONCEPT

To launch Avonmore’s new brand of fortified milk, Balance, we created a compelling cross-platform campaign centred on the theme of “Discovering the Power of Balance”. We tapped into the “age of assistance” trend to help women address balance in their own lives with an approach that we knew would resonate with our audience.

The CAMPAIGN

We gathered a crack team of five experts in the fields of fitness, career advice, relationship advice, and finance, including Kathryn Thomas and Sinead Ryan, to talk about how women could achieve the perfect balance in all aspects of their life. As part of the campaign package, we produced a video series showcasing four IMAGE readers and our experts that garnered over 291K views on YouTube and hosted a buzzing Balance Breakfast featuring a panel discussion with our experts hosted by Melanie Morris.

As well as the event and video, we produced a polished shoot and published it in the September 2017 issue of IMAGE Magazine.

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This campaign accumulated a reach exceeding 440K users across Facebook, Instagram, Twitter, and image.ie, as well as 662.4K impressions. We achieved 15,378 engagements across social (likes, comments, reactions, etc.) and a brand uplift of 28% for Avonmore and a huge lift in sales.