They have a wide range of audience segments that represent the diverse audience within California, but their core focuses on Millennials to increase consideration and give them a positive impression of the brand and of dairy milk. Even though their target market is in California, they didn’t limit their ads to California-only, deciding that got milk? is a national (and sometimes international!) brand.
Often on Twitter, audiences overlap. Got milk? used the platform to drive video views but they also scored a few viral Tweets talking to stars of the Korean Pop band, BTS — completely unexpected but very much appreciated audience members.