← All work · Case study · Jakarta · 2026 · Ongoing
Michelin × Milli — PA Communication 2026.
Product Awareness for a brand that launches all year. We turned a recurring brief into a system — repeatable, faster each cycle, and legible without a decoder ring.
Michelin’s Product Awareness program runs all year — across multiple campaigns, talent tiers, and formats. We came on board through Milli with one brief: turn a recurring year-round program into a repeatable system. That meant campaign kits instead of one-off files, a shared talent pool instead of case-by-case sourcing, and reporting templates a brand team can read without a decoder ring.
The brief
Always-on, not once-off.
A recurring product awareness program is deceptively hard. Each campaign looks like a single project, but the real work is in the plumbing — the roster that can be called twice a month, the template that renders across three product lines, the reporting format the brand can actually scan. Miss those, and each campaign restarts from zero.
Milli came in with the agency relationship and the brand intimacy; we came in with the production muscle and systems discipline. The split let us build a program instead of stacking deliverables.
We scoped the year, not the campaign. Talent were contracted into a roster with availability windows that matched product launch cadence. Shoot days were planned against the campaign calendar so one production could feed three launches when budget allowed. Reporting was standardised so a reader moving between campaigns didn’t have to re-learn the layout every month.
The underlying insight: in a recurring program, every minute saved on setup compounds. Six cycles in, the system is doing the heavy lifting — we just feed it.
What we did
A program, not a stack of projects.
Annual PA strategy
2026 communication strategy across the campaign series — cadence, format mix, and budget framing by launch tier.
Talent roster
Macro, mid, and micro creator pool built on availability and fit — not ad-hoc sourcing each month.
Campaign kits
Reusable asset templates for video, photo, and social — one shoot feeds Reels, TikTok, YouTube Shorts, stills.
Production
Shoot, edit, grade, and delivery — built to the kit spec, so velocity grows each cycle instead of degrading.
Reporting system
Dashboard that normalises per-campaign output against program benchmarks — readable without a decoder.
Partner management
Relationship and approval flow with Milli and the Michelin brand team — one point of accountability, not a queue of handoffs.
Craft decisions
The system is the deliverable.
Most creative programs degrade in the middle. The first campaign is fresh; the fifth is tired; the eighth is a copy of the third. We built against that by making the template carry the fatigue — if the shoot framework is solid, the creative can stay alert because it isn’t solving a composition problem every month.
That meant investing disproportionate effort on the first three cycles — locking scene grammar, cue language, aspect logic — so the remaining cycles could run at speed without losing distinctiveness.
The talent roster decision was the other lever. Treating creators as a pool, not a line item, meant we could match talent to product, not fill slots. A tire performance piece and a lifestyle piece are different shoots with different creator economics; conflating them wastes money on both sides.
Reporting was the third. A dashboard that a brand marketer can read in ninety seconds is a dashboard that gets read — and what gets read gets acted on. Anything longer than ninety seconds is a report that sits.
Outcome
Compounding, by design.
The program is ongoing. Each campaign launches faster than the last — the system carries the load, and the creative team is free to focus on the parts that need fresh thinking, not re-solving the setup.
For a brand running twelve campaigns a year, the difference between “program” and “stack of projects” is the difference between a team that grows and a team that burns out. We built for the first.
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