MilkPEP revived the iconic 'Got Milk?' with safely licensed content from TikTok

Brief

MilkPEP decided to revive their classic “Got Milk?” campaign. This time, targeting a new generation of milk drinkers: Gen Z, who posted themselves on TikTok and Instagram drinking milk, dunking it, dancing with it, and pouring it. Catch+Release scoured TikTok for the most creative milk videos of everyday people–as well as athletes and influencers.

Challenge

The creative team wanted to find the content first and then write the script based on what inspired them. They needed to make sure the content was safe to use and that it had a good chance of going viral.

Solution

Driving results with safely licensed content

• Catch+Release shared 70 licensable shots per day, enabling MilkPEP to build their scripts in real time.
• 43 milk-related shots were licensed for each of the five spots.
• NY Times, Washington Post, USA Today, and ESPN all caught wind of the campaign
• The campaign became a trending topic on TikTok, Twitter and Reddit.
  

Results

• 3B+ views on TikTok within two weeks
• Picked up by over 10 publications
• Over 25% of the shots licensed for the final edit were self-curated