MilkPEP #GotMilkChallenge Campaign

ITB was engaged by MilkPEP to support the revival of the iconic ‘Got Milk?’ slogan for a new generation through a viral hashtag challenge led by creators on TikTok and Instagram. ITB secured Michael Le, Jason and Caleb Coffee and Crissa Jackson to kick off the #GotMilkChallenge on TikTok. Alongside these creators, ITB also secured influencers on Instagram to join the movement including Jaliyah Manuel and Kheris Rogers to encourage their followers on the platform to take part. The #GotMilkChallenge received 2.8 billion views on TikTok, with a staggering 1.2 million of those views coming from Michael Le’s post alone.

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