Making Every Drop Count
Strategy and Planning
Audience Engagement
Creative and Content
a challenge to connect
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.
"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."
farmer-facing content
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.
farmer-facing content
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.
award winning
Results
In its first six months, the campaign generated over 2 million impressions with a click rate more than double the industry benchmark. Paid advertorials and print ads reached 377,000 in circulation, while farmer-focused landing pages drew over 12,000 sessions with strong engagement.
The effort not only delivered measurable results but also earned top recognition, including a first-place award at the 2023 Region 3 Best of NAMA program and two merit awards for digital and print advertising.
our experience
