By Dr (HC) Prachetan Potadar
Introduction: The Power of Vulnerability in Brand Communication
In a high-performance culture like Singapore, student mental health challenges often remain unspoken. Recognizing this silent crisis, Milo Singapore, in collaboration with Ogilvy Singapore, launched a bold digital series focused on student mental health—bringing taboo topics to the forefront with empathy-driven storytelling.
What followed was a cultural breakthrough: the campaign outperformed reach expectations by 180%, showing that vulnerability isn’t a weakness—it’s today’s most powerful PR move.
Grounded in Truth: Why Milo Spoke Up
According to CARE Singapore’s 2023 youth mental health report:
52% of students doubted their struggles were serious enough to seek help
50% feared being judged or burdening others
(Source: CARE Singapore Mental Health Report)
Ogilvy’s insight team found a key brand opening: redefining what strength means to youth. Instead of focusing on sports or academics, Milo positioned itself as a champion of emotional stamina—the kind needed to overcome anxiety, perfectionism, and isolation.
Campaign Structure: When Ads Feel Like Safe Spaces
The creative leap was simple but daring: short, docu-style films showing realistic school-life struggles. Each story centered on a common but under-discussed scenario:
Pre-exam panic
Fear of disappointing parents
Social exclusion
Internalized pressure to succeed
There was no product placement mid-story. Instead, subtle branding and a message: “It’s okay to not be okay.” Each episode closed with access to professional help links and emotional wellness resources.
Results: Going Beyond the Metrics
The campaign wasn’t just successful—it became a movement:
Performance Highlights
Reach exceeded forecast by 180%
12M+ organic impressions within the first month
Engagement rate: 4× the FMCG category average
Video completion rate: 78%—a rare feat among Gen Z audiences
(Source: Milo Singapore Internal Campaign Report, 2024)
Emotional Impact
Comment sections filled with stories from students, thanking the brand
Mental health orgs and educators amplified the campaign across schools
DMs from parents and youth expressing a sense of relief and support
Brand Transformation: From Energy Drink to Emotional Anchor
Surveys conducted in collaboration with Singaporean school partners revealed a measurable shift:
68% of students began associating Milo with support, not just stamina
82% of parents said it helped them talk to their children about mental wellbeing
Brand favorability among Gen Z rose by 31% in post-campaign analysis
This repositioning helped Milo break away from the crowded energy drink space into a unique emotional positioning: a brand that stands beside students, not just behind them.
Strategic Takeaways: The New Playbook for Purpose-Led PR
✔ Empathy Outperforms Perfection
Genuine storytelling—not polished ads—created connection.
✔ Product Comes Second, People First
The campaign sold care, not just cocoa.
✔ Authenticity Is Magnetic
Real emotions became the medium, not just the message.
Conclusion: Storytelling That Heals
Milo and Ogilvy Singapore’s campaign is a masterclass in brand responsibility done right. By showing that asking for help is also strength, they sparked national dialogue, empowered students, and transformed a household brand into a beacon of emotional intelligence.
This wasn’t a marketing campaign—it was cultural intervention. And its success proves a timeless truth: brands that listen and lead with empathy will always be remembered—not just for what they sell, but for what they stand for.
References
- CARE Singapore Mental Health Youth Study (2023)
Link to full report
- Milo x Ogilvy Internal Performance Report (2024) – Cited in Radarr Case Study
- Mental Health and Brand Empathy Trends – Singapore Ministry of Education & Samaritans of Singapore reports (accessed via CNA, 2024)
About the Author
Dr (HC) Prachetan Potadar is a noted brand strategist, creative director, and innovation evangelist, blending consumer psychology with human-led storytelling to build purpose-driven brands.
Also known by his hashtag #PenPaperPrachetan, he is a published writer and comic poet, acclaimed for his eBook Meri Kavita Mere Liye and performances on reputed stages. A mentor in resilience and idea-building, he inspires thought through words and workshops.
An advisory board member at TEDx Kharadi and keynote speaker at the G20 Education Summit, he has authored 10+ books, hosted 150+ brand interviews, and is a respected voice in innovation, PR, and brand positioning.
For him, stories aren’t just told—they’re felt. And India’s 2025 innovation story is one of them.
