Grow Engagement by Getting Your Audience Involved in the Co-Creation Process

Milk Stork attained 331% more impressions on Instagram Stories.

Milk Stork is the first ever breast milk shipping company for the business traveling, breastfeeding mom. It is a company made by and for working moms and was established in 2014. Over the past four years, Milk Stork has grown and gotten more support from not only moms around the country, but also prominent companies who want to support working families.

Business Objectives:

Our client has been looking to undergo a rebrand and decided to allow their faithful followers to share their input on a few elements of the brand. We created an interactive Instagram Story to let moms share what they loved most.

The following were the objectives:

• Improve reach on social media

• Overall increase engagement on social media

Strategies We Used:

The Story began with an introduction and call to action. We wanted our community to feel involved and a part of Milk Stork’s future.

Next, we had viewers vote on which logo they liked best out of two, using the voting feature on Instagram. The viewers also got to choose between five different taglines by typing their response via the question-and-answer feature on Instagram. Full Story can be seen here.

Learnings:

While this is nothing new, it is another example of how loyal followers love to be a part of the brand in a personal way. Allowing your community to be involved in the brand’s decision-making process on business, brand, and even product enables a special connection to take place between the consumer and the company. Co-creation though social media tools also allows the brand to have a deeper understanding of their consumers’ tastes, and this data can help the brand more accurately predict what products might move the needle financially.