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Hydration and Strength: Promoting Milk’s Benefits with NIL influencers
The Partner
The Dairy Alliance is a nonprofit funded by dairy farm families of the Southeast. They work with dairy farmers, schools, sports teams, health professionals, local organizations, state leaders, the media, and the public to promote dairy foods and spread knowledge about the dairy industry. The Dairy Alliance provides consumers of all ages with nutritional information, dairy industry news, research, and recipes to encourage a healthy lifestyle that includes three servings of milk, cheese, or yogurt each day. We worked with The Dairy Alliance for several years, collaborating on multiple campaigns to enhance their brand presence and connect with diverse audiences.
Opportunity
With increased competition from alternative and emerging products in the beverage category, The Dairy Alliance needed a way to connect to household managers and younger audiences to promote the nutritional value of milk through hydration and strength.
Approach
- Organic social media engagement
- Digital out-of-home (OOH)
- Instagram ads
- Radio
- Local broadcast
- Streaming
Impact
The campaign reached a total of 3.4 million unique users (1.9 million in Georgia and 1.5 million in Tennessee), achieving almost 100% coverage of the audience base within the targeting parameters. The primary messaging around milk’s benefits like hydration and strength contributed to the campaign’s success! Key results included 114 million impressions and 621,000 engagements with nearly 100% positive sentiment.
