Enigma is developing a successful Instagram campaign in Switzerland.
With the return of Milumil, Milupa wanted to make a powerful impact. Instagram had just opened its doors to the professional world and hence it was essential to seize the opportunity to develop its community on this growing platform. Enigma imagined an entry of Milupa Switzerland on Instagram.
Users’ behavior on Instagram is different to that of Facebook or Google+. So as to be perfectly in line with the philosophy of Instagram, Enigma analyzed the platform in detail and established the key success factors in order to have not just a Milupa Instagram account but a space to get in contact and share with its community.
The Milu soft toy – the mascot of Milumil 2 milk – was the perfect emblem for bringing the brand to life on Instagram. After a brainstorming session, the team decided to travel around Switzerland and take the Milu soft toy along on the trip and document its journey. The aim was to connect with the audience and to create a strong level of commitment among the target audience. The community could then experience the journey together with Milu!
– Very strong commitment and an average of more than 1,000 likes per post with positive reactions on each stage of Milu’s journey
– A commitment rate (including the Love Rate) of more than 20%