DIGITAL marketing & event
How a global production giant turned their role at Cannes Lions into a digital opportunity that exploded web traffic by 600%.
THE CHALLENGE
Milk & Honey Productions (M&H) is a renowned film, series, and commercial production company, with a reputation for its global reach and creative excellence. From blockbuster hits like Blade 2 to the acclaimed Foundation series on Apple TV+, they’re globally recognized for high-quality work and innovative storytelling.
Every year, Milk & Honey makes an impact at Cannes Lions, a key networking hub for commercial professionals. But they wanted to break away from the sometimes “party scene” and focus on generating qualified leads to their website. To achieve this, they turned to Milkshake for:
Consumer profiles that best represented their niche, B2B industry and working model
A publicity plan during the event, centered on a stand-out moment that would stay in audiences’ memories
Messaging wrapper that balanced the convivial “party” scene of the event, with M&H’s professionalism and quality to cinematic art
THE SOLUTION
Milkshake’s strategy team realized that the most value could be driven before Cannes Lions even opened its doors. We set to work crafting a digital strategy to showcase M&H’s 30 years of production expertise, leading to a targeted giveaway designed to engage decision-makers for future business.
After analyzing hundreds of consumer profiles, we identified three key criteria that M&H’s clients valued most: solving complex problems, offering cost-effective solutions, and having access to the best resources. This inspired our creative concept: BEEN THERE, DONE THAT.
We launched the campaign two months before, optimizing weekly across LinkedIn, Meta, and industry forums to drive traffic to a dedicated landing page — and ending with a VIP ticket giveaway for Cannes Lions.
For the festival itself — with was overwhelmed with brand noise — our goal was to ensure Milk & Honey stood out in attendees' minds long after Cannes Lions ended. We secured key partnerships with print media from the start, placing M&H branding in every major magazine and program insert covering the 3-day event.
And as a final, memorable moment, we teamed up with Shots.net at their famous beach rave, where Milkshake’s creative gave M&H the standout experience they were hoping for. It featured a custom, DJ visualization video of the M&H name…and also cheeky giveaways that were appropriate for the unique “all-out party” setting.
crave-worthy
results
The digital campaign, which was tailored to an audience of only brand and commercial decision makers resulted in over 504k targeted impressions and a reach of over 300k unique users in just 6 weeks. Even better, despite such a distinct market, we generated an 600% increase in traffic during the campaign, with 70 full conversions — meaning tangible, future projects for M&H’s commercial studio!
Milkshake’s name-recognition strategy also delivered a powerful impact for M&H live at Cannes Lions. Our standout activation at the Shots.net beach rave was so successful at solidifying brand recognition and driving valuable industry connections, it became a cornerstone of M&H’s yearly marketing strategy.
300k
reach
targeted unique users
600% increase
wEB TRAFFIC
70+
CONVERSIONS
Future commercial business
Are you ready for an Oz-some shots Cannes Party?
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