OOH for the TikTok Generation —Milk’s CEO, Yin Woon Rani

A Preview of the DPAA Video Everywhere Summit — OOH for the TikTok Generation

Yin Woon Rani, CEO, MilkPEP and Geoff Edwards, Executive Creative Director, GALE Partners will discuss the new Milk Campaign

No matter how many claims Milk made or how many iconic print ads were attached, milk has been in decline for decades. Realizing that to change people’s behavior we had to change ours, we positioned milk as a performance drink and designed a platform, YOU’RE GONNA NEED MILK FOR THAT, demonstrating that when it comes to epic athletic challenges no other performance fuel will do. We also approached OOH in a new way: creating, engaging, social-first content; the YGNMFT OOH started as a billboard, incorporated stunts with pro athletes doing the unthinkable – from scaling the billboard to training in the milk aisle, became content on TikTok, later extending to social influencers to broadcast to banners to OTT to shopper marketing. Register for the D

Rani, CEO of MilkPEP brings nearly 25 years of integrated marketing experience across CPG companies and marketing agencies to her position. Edwards is Executive Creative Director at GALE Partners, a Global Creative Media Consultancy and runs the agency’s largest account – Milk. Register for the DPAA Video Everywhere Summit at https://videoeverywheresummit.com/

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