Using Social to Raise Awareness and Drive Adoption


PQ Blackwell, creators of MILK Tailor Made Books, is an award-winning originator of internationally bestselling books, distinguished by their editorial excellence, design, and production quality. Having spent the past decade publishing beautiful illustrated books that have inspired and touched the hearts of people around the world, they decided that new technology had reached a point where they could draw together all that experience to help people experience the wonder and delight of making their own books. To launch their new product line in the US MILK needed a campaign strategy that would resonate with their audience as well as showcase the product benefits.


Leveraging the insight of 'capturing moments,' ikonic executed several social media campaigns to cultivate engagement among niche users around MILK’s photo books. Our activities included facilitating paid media placements and discovering and reaching out to hundreds of influencers who would be interested in posting about our themed campaigns. We orchestrated the content strategy, posted content to raise awareness, and built landing pages (teaser pages) to generate trial.

Collage of MILK photo books

Layout design over wedding photograph


  • Garnered over 500,000 mentions in 6 months.
  • Significantly increased trial registrations.
  • Helped increase awareness of MILK, leading to a partnership with Moleskine.


Below are some of the activities required by this project. Click one to learn more.

Content Strategy
Paid Media
Social Media