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Case Studies
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 Mootopia |
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The California Milk Processor Board (GOT MILK?) launched a new ad campaign titled Mootopia to highlight the beauty benefits of drinking milk for strong bones, muscles, teeth, hair and nails.
At the trade level, RLPR supported the creative by pitching national and California business and advertising journalists to let them know about the new ads.
At the consumer level, RLPR proposed a partnership with the Miss California Organization and worked with various city title holders in the state to serve as spokespeople for the campaign to deliver the milk and beauty message. The title holders invited Californians to visit the Mootopia beauty booths that were activated throughout the state to reinforce the milk and beauty message.
RLPR also invited mommy bloggers as well as GOT MILK? loyalists to the experiential booths, where they tweeted and blogged about GOT MILK? experience. The GOT MILK? Mootopia campaign garnered 737 hits and 89.5 million audience impressions. It received coverage from the New York Times, The Early Show with CBS, Adweek, the OC Register and the Los Angeles Daily News.
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