Arla Singapore: It’s the little things that put the good in goodness

Social & Content Marketing

Arla Singapore aimed to rebrand from just a dairy brand to an organic, health-conscious symbol. The strategy emphasised sustainable, health-focused milk production, using video commercials and graphics showcasing the ‘from farm to table’ journey. The campaign included promotions like bamboo tumbler giveaways and special offers on organic milk packs to enhance brand identity.

Challenge

To highlight Arla’s dedication to sustainability and health by emphasising their eco-friendly practices and the natural process of producing its organic milk. The goal is to transform the perception of Arla from just a dairy brand to a symbol of organic, health-conscious, and environmentally responsible living.

Strategy

Two core approaches were integrated. The first focused on boosting brand awareness and reinforcing Arla's connection with its customer base. The second approach centred on implementing strategic promotions designed to encourage product trials by introducing new customers to Arla's products and to increase overall customer engagement, creating a lasting impact on consumer perception and loyalty.

Execution

The execution centred around video commercials and graphic images, showcasing all the little parts that go into making Arla’s organic milk with a glimpse of the ‘from farm to table’ process to capture the essence of Arla’s sustainable farming practices and meticulous quality control.

The graphic images encouraged customers to join exclusive promotions such as the limited-edition bamboo tumbler giveaway, a special offer to buy three packs of Arla organic milk, and the chance to win free limited-edition glass mugs.

See What We Achieved

Within four months (October 2023 – February 2024) of the campaign’s inception, Arla’s brand perception shifted, revealing a substantial reach and engagement on the brand’s platforms. The content resonated particularly well, with posts like “The Cheesy-graded Childhood Snack” striking an emotional chord with the audience, underscoring the effectiveness of Arla's relationship-focused messaging. The focus on relationships, community, and the universal value of milk resonated strongly, aligning Arla’s brand image with care, trust, and sustainability, and celebrating the importance of milk in our lives. The success of our social and content marketing approach for Arla is visible in the statistics below: