Milka & Wavemaker

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

Challenge

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. 

Solution

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. 

Result

  • 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  

*Source: DEFINE MEDIA:
Compared to FMCG industry average, analysis period Jan 2020 - Feb 2021

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53 Sec. Active Dwell Time Bauwerk Parkett Home & Living
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1 % Teaser CTR Lansinoh Familie