Taylor’s Got Milk
Back in 2008, I had the chance to work on a campaign that paired an unlikely duo: Taylor Swift and the Milk Board.
That's right, the country-pop princess and the folks behind "got milk?" - together at last.
At the time, Taylor was just 18, fresh-faced and on the verge of superstardom. And as the head of creative at VerveLife, I had a front-row seat to her rise.
The "listen up. drink milk." campaign was a digital music download experience that brought together Taylor and a roster of other artists, from Rihanna to The Smashing Pumpkins. The goal? Promote healthy living through the power of music.
But what struck me most about working with Taylor wasn't just her talent (though that was undeniable). It was her innate understanding of the digital landscape and her genuine desire to connect with fans.
Even in those early days, Taylor knew that the key to success was authenticity. She wasn't just slapping her face on a milk ad - she was investing in the message, in the power of music to bring people together and inspire change.
And the results spoke for themselves. The campaign drove a 17% increase in milk sales, with the website boasting an impressive 23 minutes spent per visit. In-school posters generated billions of impressions, spreading the message of healthy living far and wide.
But more than that, the campaign showed the impact that a single star can have when they bring their authentic selves to a project. Taylor's enthusiasm, her willingness to dive headfirst into the creative process - that's what made "listen up. drink milk." a success.
Fast forward to today, and Taylor is still rewriting the rules of the entertainment industry. Her new concert movie is a $75+ million Disney+ exclusive, a testament to her enduring star power and savvy business sense.
But for me, the seeds of that success were planted back in 2008, in a little campaign about milk and music. It was a reminder that when you combine genuine passion, digital know-how, and a touch of creative magic, incredible things can happen.
So to all my fellow creatives out there, whether you're just starting out or you're a seasoned pro, remember this: your authenticity is your greatest asset. Bring it to every project, every partnership, every opportunity. Because you never know when you might be working with the next Taylor Swift - or creating the next big thing yourself.
