![A building with a digital ad showcasing people on roller skates and the tagline "Milk hydrates better than water."](https://cdn.prod.website-files.com/608c35f727b0be56a88885c1/64ef799f52566f9be2187dc9_woodmilk-case-study-hero.jpg)
Wood Milk
Invented a fictional alt-Milk brand that went viral.
Case Study
Challenge
Milk has faced decades of decline and dwindling cultural relevance. There was intense competition from a whole new category claiming to be Milk. With alt-milks taking a more aggressive and competitive approach to their marketing, we decided it was time to make a statement.
Solution
The fact that the alt-milk industry will make Milk out of just about anything is a funny and relatable insight, no matter what you drink. We wanted to highlight that there’s only one OG: Real Milk. To create conversation and debate, we created a fictional alt-milk called Wood Milk, with a famous co-founder, Aubrey Plaza.
![Wood milk video 1](https://cdn.prod.website-files.com/608c35f727b0be56a88885c1/662c084f9c8a6251dfd49b06_wood-milk-video-thumbnail-1.jpeg)
![Wood milk video 2](https://cdn.prod.website-files.com/608c35f727b0be56a88885c1/65f061c4a72e275698cfbc25_wood-milk-video-thumbnail-2.webp)
![Wood milk video 3](https://cdn.prod.website-files.com/608c35f727b0be56a88885c1/65f061c459d59fc51777c8d6_wood-milk-video-thumbnail-3.webp)
![Wood milk video 4](https://cdn.prod.website-files.com/608c35f727b0be56a88885c1/65f061c5cf80d910b7187c12_wood-milk-video-thumbnail-4.webp)
RESULTS
2.6b
EARNED IMPRESSIONS
77m
VIEWS (YT, IG, TIKTOK)
805%
PAID PERFORMANCE ABOVE INDUSTRY BENCHMARK
18,000
@DRINKWOODMILK IG FOLLOWERS
94%
POSITIVE SENTIMENT
12%
INCREASE IN CULTURAL RELEVANCE AMONG MOMS
![Three teenagers enjoying chocolate milk from plastic bottles.](https://cdn.prod.website-files.com/608c35f727b0be56a88885c1/65f05d9096a1324cd2df1aef_woodmilk-timesquare.webp)
Telling Our Fake Product Story
We launched this fictitious brand on all the channels you’d expect from a real brand; social, out-of-home, and through press and influencer outreach. We built DrinkWoodMilk.com, a bespoke ecommerce site, providing visitors with more information on Wood Milk and our “zero nutritional value” message, allowing them to purchase eco-friendly brand t-shirts.
![wood milk product image](https://cdn.prod.website-files.com/608c35f727b0be56a88885c1/65f062f3eee63039ce8515cb_woodmilk-product-shot.png)
Wood Milk in the Wild
We showed up in all the places where alt-milks show up, including digital out-of-home boards in LA and NYC. Our creative featured Aubrey Plaza wearing a Wood Milk mustache, chock full of wood chips and sawdust.
![wood milk union square campaign image](https://cdn.prod.website-files.com/608c35f727b0be56a88885c1/65f064162ea47eae8ab500f4_woodmilk-unionsquare.webp)
![wood milk union square campaign image](https://cdn.prod.website-files.com/608c35f727b0be56a88885c1/64ef91ddfe078b8d2992eae4_UnionSquare_DSC03717woodmilk-unionsquare-2.jpg)
![wood milk subway campaign image](https://cdn.prod.website-files.com/608c35f727b0be56a88885c1/65f064165d78e499de082c25_woodmilk-subway-wall-campaign.webp)
![wood milk subway campaign image](https://cdn.prod.website-files.com/608c35f727b0be56a88885c1/65f06416e1dbf6c8df1c31a2_woodmilk-subway-billboard-campaign.webp)
Doing Good, Not Just Cracking Jokes
Nothing about Wood Milk is real, however, our commitment to grow 10,000 trees with non-profit, One Tree Planted, was.
![Three smartphones display Instagram posts of celebrities discussing milk.](https://cdn.prod.website-files.com/608c35f727b0be56a88885c1/64ef95e9ebe80c32f4a815a4_woodmilk-planted.jpg)