- our work
Bringing the benefits of milk to life with an animated social-first campaign.
Raising awareness about milk's awesome benefits to athletes.
For this campaign, we partnered with The Dairy Alliance to bring a terrific blend of NIL talent and timely, relevant social content to Tennessee college basketball fans on Twitter. The Partnership inked NIL deals with beloved college athletes and friendly rivals Zakai Zeigler and Kendric Davis for a unique Twitter-driven campaign that invited Tennessee college basketball fans to participate in a virtual milk dunk contest during March Madness.
The more they tweeted, the more we dunked.
Our campaign centered around building awareness of milk’s nutritional benefits and fostering engagement through having users tweet at us. Our visual identity for the campaign—affectionately referred to as “corporate trippy”—drew from on-trend psychedelic ’70s revival imagery; we brought in an expert animation team to bring it to life with vibrant, colorful backgrounds and eye-catching, larger-than-life caricatures of Zeigler and Davis.
The Partnership leveraged organic and paid social placements on Twitter to drive users first to tweet with the hashtag #DunksOnYou, then to further engage with the campaign on a microsite where they could keep track of the score, watch Zeigler and Davis’s animated selves get totally dunked—and, most importantly, learn more about the benefits of milk.
Bringing this vibrant, colorful world to life didn’t come without challenges, however. The night before the campaign was set to launch, Zeigler suffered a torn ACL, tragically cutting his season short. The Partnership and our partners acted quickly to devise a new strategic direction for the campaign and create content that would reflect respectfully on Zeigler’s injury and encourage users to support Zeigler through friendly, off-the-court competition.
Where we landed
8.9M paid impressions
1,533 unique tweet authors
99% positive sentiment
1.2M organic impressions
