John Koutros

Bachelor of Media & Communication (Professional) · Final Year

Two capstones: Milo & Lacrosse.

In my last taught year at Swinburne I ran two capstone projects in parallel — a national advertising campaign for Milo, and a social media strategy proposal for the Swinburne Lacrosse club.

Advertising Campaign · ADV30002

#BYOMilo

Agency: Five Fold Christina Arceri, Chris Jacovelli, John Koutros, Sreypich Prak, To Khanh Linh Do

Milo remains iconic in Australia, but had lost relevance with 17–30 year-olds who'd moved on to coffee, bubble tea and energy drinks. Our research found 58.3% of young adults had Milo bought for them by their parents, yet almost none had ever shared it with friends themselves — it was a childhood memory, not an adult habit.

The idea: Bring Your Own Milo (#BYOMilo) — reframing Milo from a childhood comfort into a social ritual people bring, share and make their own, sparking debate around "where Milo belongs."

58.3%
Had Milo bought for them by parents growing up
$10K
Social competition rewarding the best #BYOMilo moment
75%
Of survey respondents were aged 20–25
Interactive vending machines — Richmond Station (AFL finals) & Accor Stadium (NRL finals) Billboards near universities & transit hubs User-generated content competition Full research report & media schedule
BYOMilo campaign visual 1 BYOMilo campaign visual 2
BYOMilo campaign visual 3 — interactive vending machine
Social Media Proposal

Swinburne Lacrosse

Social Media Team John Koutros, Jake Farmilo, Jiaxu Zheng, Anastasia Rallis, Celeste McDonald — presented to Rhys Shobbrook

Swinburne Lacrosse needed a stronger, more consistent online presence — and a system the next social media manager could pick up after graduation. We proposed a full content calendar running 2 March to 8 June, with a minimum posting cadence of three times a week, aligned with Swinburne University's broader branding and UniLax's national goals.

I led the strategic objectives: the content calendar structure, updated brand guidelines, and a 10-year anniversary multimedia piece — designed to grow followers, lift engagement, and convert that into match-day and trial attendance.

42
Scheduled posts across the season, including templates
3x
Minimum posting frequency, per week
2
Past-player interviews, plus a channel trailer
42-post content calendar Updated brand guidelines Channel trailer "About Lacrosse" series 10-year anniversary multimedia piece
Lacrosse win template Lacrosse result template Match preview template Call to action template Best player template Upcoming events template Upcoming events template variant Player feature slide 1 Player feature slide 2 Player feature slide 3

Two very different briefs — one process.

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