Milka & Wavemaker

Wavemaker increases brand awareness for Milka in Austria with CONATIVE and has full control over Brand Safety 


Spread positive messages and support a more caring cooperation - that's what Milka is promoting on the occasion of its 120th anniversary. From TV commercials, to posters, on social media and the major well-known media portals in Austria, the Tenderness-Study initiated by Milka as well as the limited Zarte Worte Edition are to be demonstrably publicized. 


With its expanding format, CONATIVE offers the perfect solution to give Milka's Tenderness-Study editorial exposure on major, relevant media portals. CONATIVE's Brand Safety solution also guarantees the perfect environment for this message. 


  • On average, readers engage with Milka's tender message for 43 seconds, which puts the average dwell time +46% above the industry benchmark.* 
  • The high click-through rate of 8.03% shows that interested, and thus pre-qualified readers are directed to Milka's landing page and Instagram channel.
Milka-Schokostückchen mit der Aufschrift
For us, it is extremely important that our campaigns are only seen in suitable and high-quality environments. CONATIVE makes Brand Safety more than just a label, it gives us real transparency and control over the contexts. In addition, our request regarding the explicit exclusion of content directly related to Corona was implemented without any problems.
Julia Harant
Senior Consultant Digital Strategy Wavemaker  

Here you can download the Success Story. 

Compared to FMCG industry average, analysis period Jan 2020 - Feb 2021

Success Brand Industry Agency
54 Sek. Aktive Verweildauer STIHL® Technologie SYZYGY
1,91 % Interaction Rate Mann & Schröder Healthcare
1,15 % Teaser Click Rate (CTR) Repha Healthcare
36 s. Ø Active Dwell Time AIDA Tourism Initiative Media
1.01 % Audio Start Rate Pharma Company Healthcare Hearts & Science
1.9 % Interaction Rate Techniker Krankenkasse Health Insurance pilot
2.9 % Interaction Rate dm-drogerie markt Commerce
4.7 % Interaction Rate Lansinoh Care
2.75 % Interaction Rate Innsbruck Tourismus Tourism
1.19 % Teaser CTR WITHINGS Health & Lifestyle / Fashion CROSSMEDIA
31 Million Qualified Contacts Qualcomm Technology Mindshare
53 Sec. Active Dwell Time Bauwerk Parkett Home & Living
14 % Second Click CTR BRUDER Spielwaren Toys
4 Successful Campaigns Kneipp® FMCG/Care Products Initiative Media
39 % Video Completion Rate Quiris Healthcare Beauty mediaplan
69 Sek. Active Dwell Time pronova BKK Health Insurance
+40 % Active Dwell Time Thule Family
42,7 % Second Click Rate Schiesser Fashion Resolution Media
+133 % Active Dwell Time Insurance Finance & Insurances Resolution Media
13,2 % Second Click Rate Mazda Automotive Mindshare
90 Sek. active dwell time Miamor Pet Food
>460 k completed Video Views Tegernseer Tal Tourism Tourism
19 % Second Click Rate Syxyl Heathcare
29 Sek. aktive Verweildauer Deutsche Flugsicherung Recruiting Westpress
1 % Teaser CTR Lansinoh Familie