“Society M” rewarded Mooju Milk’s loyal followers with recruitment packs and specialized content. Targeted at the promotion of Mooju Milk, Society M came to life on social media and through the digital takeover, this campaign dark posted recruitment videos and documentaries about Society M. What is Society M? Who are Society M? They are everywhere. Users were brought to a site where they would engage with a questionnaire of what Society M means to them and Society M starter packs were then sent out to the loyal followers so as to put to use their own milky mischief.