Opportunity

• Lactose-free product makers have focused exclusively on targeting online users in clinical, symptom- and treatment-based content areas
• There are more than 18 Million online adults who are lactose intolerant
• Thousands of conversations are happening online each month about lactose intolerance

Approach

• Create compelling experiences designed to promote participation, socialization and amplification of key messages
• Engage community of food bloggers to bring the program to life through recipe contests and custom content creation
• Complement branded content pieces with games and entertaining tools drive ongoing engagement with lactose-intolerant users and grocery decision makers
• Partner with content distribution networks to get the program in front of target audiences

Results

• 27MM+ impressions of Moovision content
• 216K views of full Moovision episodes across social channels
• 3X lift in aided awareness of Lactaid compared to CPG consumable category
• 200+ bloggers engaged in lactose-free cooking and smoothie contests