MILKLAB

Challenge

MILKLAB is a premium Australian milk brand known to baristas, coffee enthusiasts and cafés worldwide. The brand wanted to strengthen its digital presence across Southeast Asia, where coffee culture is growing and competition among alternative milk brands is sharp. Each market had its own consumer behaviour, cultural nuance and competitive landscape, so the work needed to feel unified at a brand level and local at a market level.

Approach

We designed a regional social media programme with content pillars built around MILKLAB's core values of quality, barista endorsement and innovation, and adapted the visuals and messaging for each market. In Indonesia, the work leaned into café culture and community. Across the region, the goal was to grow brand awareness, engage coffee communities and make MILKLAB the milk of choice for cafés and consumers.

Execution

• 01Localised content strategy across Indonesia, Singapore, Malaysia and Thailand
• 02Always-on barista and café storytelling adapted per market
• 03Community engagement and creator partnerships
• 04Visual identity tuned for each audience while staying on brand
• 05Monthly reporting on reach, engagement and category share

Outcome

A consistent regional social presence that grew engaged audiences in each market and reinforced MILKLAB's positioning with both trade and consumers.