For years, dairy sales have been declining. Between aggressive marketing about dairy alternatives and hype around fad diets, consumers are feeling that dairy is no longer a relevant part of their lives. However, we know our audience currently enjoys authentic dairy foods and products, they just don't associate those memorable taste experiences with the word dairy.
Dairy is what makes the foods we love… the foods we love. So, we decided to reengage with our audience by meeting them where they are, demonstrate how dairy plays a role in all of their favorite food moments, and remind them why they love dairy in the first place.
Strategy: Reignite consumers' love of dairy by celebrating the dairy products that are already the best part of their favorite food moments.
Approach: Leveraging social channels across paid, owned and earned, we reintroduced the surprisingly fun and fun-ly surprising side of dairy by creating simple, short-form video content that reminded consumers of dairy's presence in all the things they love. We literally showed consumers that the blast of whipped cream on their sundae, the thick slice of cheddar on their burger, or the dollop of sour cream in their burrito is Undeniably Dairy. The goal was to drive engagement, reminding them why they love dairy in the first place, reigniting their love and trust in dairy.
With our goal of driving engagement utilizing social content across paid, owned and earned channels, our audience has noticed, and engaged with the Undeniably Dairy videos in the following ways:
— 20M total video views to date.
— 1.5M YouTube views of the capstone video, "Dairy, Dairy, Dairy."
— 50% of people who were served our videos on Facebook and Twitter stopped to watch, exceeding our target of 15%-18%.
— 33% of Facebook viewers completed the capstone video, "Dairy, Dairy, Dairy," exceeding Facebook's average of 12%.
— 3.27% CTR on Facebook, exceeding their .85% channel benchmark.
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