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#itsgottabeMILO – ‘Big MILO Tin’

The Brief

MILO has fuelled Australians for generations. FORWARD was briefed to invite consumers to celebrate and share their love for MILO on social media and subsequently, create mass media and consumer conversation about honouring the home of MILO and its heritage.

The challenge of the campaign was to ensure that conversation started organically with the brand providing a platform for authentic advocacy to occur.

Phase One – INVITATION: #itsgottabeMILO – October

In order to kick-start the #itsgottabeMILO campaign, and get Aussies talking and sharing, FORWARD identified six iconic Australian influencers and 25 citizen influencers to share their genuine MILO moments, and invite their followers on their respective social media platforms to share theirs. These included: Bondi Lifeguards, Lleyton & Bec Hewitt and Em Rusciano.

Phase Two – INSPIRATION: Big MILO Tin – “The Question” – November

Leveraging the massive engagement the Bondi Lifeguards had in the Phase One, FORWARD identified an opportunity to increase their involvement to achieve high-level media outcomes. Phase Two saw the Bondi Lifeguards ask Australians if MILO should build a ‘Big MILO Tin’ as a way of recognising MILO’s iconic status.

Phase Three – AMPLIFICATION: Big MILO Tin – “The Answer” – December

Media outreach called on Australians to have their say on the ‘Big MILO Tin’, and after a immensely positive response, MILO announced that the ‘Big MILO Tin’ would be built to coincide with the brand’s 85th birthday in 2019.



  • 170 pieces national consumer lifestyle media coverage across online, radio, TV, print
  • Over 59 million OTS
  • Coverage included: news.com.au, Yahoo!7, Daily Telegraph online, Daily Mail online, 7 News, 9 News, SKY News, Mashable, Pedestrian, Punkee, ABC, 2DAYFM, KIIS, NOVA, 3AW, WSFM
  • 100% positive sentiment
  • Story picked up in New Zealand
  • Winner – 2018 CommsCon – Influencer Campaign of the Year


  • 11 iconic Australian influencer posts which resulted in: social reach of over 1.9 million, with 18,354 likes, 273 comments/shares, and an average engagement rate of 1.78%
  • 25 citizen influencer posts which resulted in a social reach of 514,262, with 13,250 likes, 759 comments/shares and an average engagement rate of 3.42%