MilkPEP launches creator-led YouTube Series for teens

The first semester focuses on financial literacy, with each episode bringing an educator and creator together to explore subjects linked to teens’ interests and future goals.

MilkPEP has launched milkXP, a free YouTube series that pairs creators with educators to connect classroom subjects with real-world topics for teens. Developed with agency of record GALE, the program aims to make educational content more relevant through formats and personalities familiar to young audiences.

The first semester focuses on financial literacy, with each episode bringing an educator and creator together to explore subjects linked to teens’ interests and future goals. The first episode is available on the milkXP YouTube channel.

milkXP connects classroom learning with real life

Each episode follows the Milk Flow State Framework, a digital content scorecard developed with digital wellness expert Dr. Michael Rich and reviewed by education expert Dr. Gregory Barton. The framework assesses content based on whether it is age-appropriate, participatory and purposeful.

The series draws on research commissioned by MilkPEP and conducted by The Harris Poll. The study found that 55 percent of teens believe what they learn at school does not feel relevant to what they need for future success, while 97 percent report lower engagement when they cannot connect a lesson with their goals or interests.

Research highlights gap between school and teen goals

The research also found that 69 percent of teens use YouTube several times a week or daily to learn something, while 95 percent would watch long-form educational content on the platform that connects school subjects with real-world opportunities, careers and goals.

MilkPEP is also incorporating its product into the program. According to the research, 74 percent of teens reach for a snack or drink when focusing on homework, while 94 percent say a nutritious breakfast or lunch makes it easier to concentrate. An eight-ounce serving of dairy milk contains 13 essential nutrients, including protein, vitamin B12, iodine and zinc.

GALE and MilkPEP use creators to engage teens

The series premiered September 15 and includes collaborations with Ben Azelart, Lexi Rivera, Harper Zilmer, Angelo Bahu, SeanDoesMagic and Markell Washington. The creators have audiences ranging from 1 million to 8 million followers on Instagram, according to the figures provided by MilkPEP.

Jennifer Grubb, Senior Marketing Manager, MilkPEP: "Teens are hungry for lessons that feel relevant to their lives, but they also grow up in a digital environment that makes focus harder to protect," said Jennifer Grubb, Senior Marketing Manager at MilkPEP. "We designed milkXP to meet both realities, bringing relevant topics to the platforms and formats teens already use while showing how milk can help fuel their focus throughout the day."

Josh Braithwaite, Managing Director of Creative, GALE: "We wanted to flip the script by building an entirely new, innovative learning format from the ground up to serve as a supplement to traditional education," said Josh Braithwaite, Managing Director of Creative at GALE. "By identifying what teens actually want to learn and delivering it through the creators who already hold their attention, milkXP makes learning feel engaging and advertising feel entertaining. It's a culturally relevant way to teach essential skills, like financial literacy, and position milk as nutrient-dense fuel for teens to lock in and focus."

The milkXP series will run through the fall on YouTube, extending MilkPEP and GALE’s back-to-school marketing activity.

www.milkpep.org

www.gale.agency

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