MILKLAB Barista Battle -
Social Media Campaign
Client
MILKLAB Australia
Date
December 2024
MILKLAB - a barista milk brand from Australia - was preparing to host a barista competition in Vietnam. As the partnering agency, we were responsible for promoting the event to the country’s talented barista community.
This was an especially memorable campaign, as it marked the first time I took on the role of lead copywriter for a project. I independently conducted research, developed the communication plan, prepared the proposal, and presented it directly to my manager. Upon completion, I was recognized with outstanding project organization and coordination skills.
My input:
Identified key target audiences, analyzed their touchpoints and insights
Prepared strategic proposal for client
Created key communication message
Planned communication plan
Developed content and design briefs for social assets
Analysis of Target Audiences
After hours of immersing myself in Vietnam’s barista culture through interviews, community pages, and behind-the-bar observations, I discovered a uniquely tight-knit and driven community.
Barista (Main Group)
Baristas form a close-knit community where news and reputation spread fast. Standouts act as micro-influencers, while all share a hunger for competition — driven by recognition, pride, and proof of skill. These insights guided who we spoke to and how.
MOTIVATION to compete in the battle
Prestigious Prizes:
The Barista Battle winner receives an all-expenses-paid trip to Melbourne.
Career Development & Personal Branding:
Reaching the finals or winning brings recognition and opens doors to partnerships, job offers, and influencer roles.
Digital CONTENT Consumption
Beverage products
Barista competitions
Knowledge for skill development
Opportunities to expand knowledge
TOUCH-point
Platform: Facebook, TikTok, Instagram (story)
Hot members: Duy Thuần, Nguyễn Phúc, Anna Dương,...
Group: Latte Art Vietnam
Café Owners (Subgroup)
MOTIVATION to send baristas to the battle
Coffee Shop Prestige Enhancement
Staff Development
Networking Opportunities
Digital CONTENT Consumption
Prestigious barista competitions
New trends in the industry
TOUCH-point
Platform: Facebook, Instagram
Facebook community
Communication Idea
Based on the target audience portrait, we crafted the communication idea: “Pouring Passion, Conquering the World Stage” — a direct hit to the baristas’ inner drive, tapping into their passion for the craft and their ambition to win prestigious titles in the world of coffee.
Three-phase Content Plan
We structured the content plan into three distinct phases, aligning with the core campaign strategy to ensure cohesive messaging and consistent audience engagement throughout the rollout.
Communication Roadmap
We proposed and developed a comprehensive social media communication roadmap - detailing the content plan, posting schedule, and channel mix (owned media and paid media, including KOL collaborations and the barista community) - to ensure the campaign was delivered on time and to standard.
Click here to view my briefs (social post & video production) for this campaign.
Campaign Rollout
Although the timeline for planning and executing communications was extremely tight, MILKLAB Barista Battle was carried out successfully as scheduled, attracting hundreds of contestants and ultimately crowning a champion who would go on to compete on the international stage.
For me, the greatest joy was serving as the communication planner for this event, contributing to its success despite the pressure.
Social posts (owned and supported media)
Video Collaboration
With gratitude to my team:
Creative Director: Chau Nguyen
Copywriter: Hoai Le
Art Director: Linh Nguyen