Making Every Drop Count
Client:
Industries:
- Agriculture
Services:
- Creative and Content
- Strategy and Planning
- Audience Engagement
Our team worked with Dairy Management Inc. (DMI) on a digital and print media plan designed to educate and build trust with grassroots farmers regarding the value of the dairy checkoff’s Making Every Drop Count initiative.
Challenge
It can be challenging to connect with hard-to-reach dairy farmers, most of whom are busy managing their operation and may be less aware of state/regional and national checkoff efforts.
DMI needed to find a way to meet these farmers in their everyday lives with messaging that reinforced the value of their checkoff-funded programs and initiatives.
Approach
We built a media plan that featured both print and digital placements — including banner ads, pre-roll video, native ads and sponsored social posts — where dairy farmers are most likely to engage.
We wanted to avoid blending in with other industry ads in these spaces — images of cows and dairy farmers just wouldn’t cut it. Instead, our creative team tapped into the energy of the dairy checkoff’s consumer-facing content to develop a multiphased campaign that truly stood out and drove traffic to farmer-facing content on usdairy.com.
Results
Through the campaign’s first six months, paid media placements generated over 2 million impressions with a .26 percent click rate — more than double the industry benchmark.
We also placed paid advertorials with accompanying print ads in major industry publications, reaching a collective circulation of 377,000 during this six-month period.
Web traffic to key farmer-facing landing pages was strong as a result, with 12,058 sessions, 7,993 first-time visitors and an average time spent on page of 2:55.
Our work earned accolades to go alongside these key metrics, including a first place award at the 2023 Region 3 Best of NAMA program for national integrated campaign as well as two merit awards (advertising on the web, single-page ad series).
