Balancing Celebrity and Product

Paulsen’s creative team launched the “Milk’s Got Game” campaign, using rising NCAA star Sheppard’s athletic appeal to highlight milk’s nutritional benefits without making him a direct spokesperson. The campaign was designed to allow future athlete partnerships, and the team maximized a tight 90-minute shoot through careful planning and preparation.

"College basketball is king in Kentucky. So, when Dairy Alliance inked a name, image, and likeness (NIL) deal with University of Kentucky basketball standout freshman, Reed Sheppard, the regional dairy checkoff group called on Paulsen to plan and execute a slam dunk campaign."

boosting traffic

Buzzer Beating Creative

In a matter of a few short weeks, Paulsen built a program that garnered nine million views, accounted for nearly a third of Dairy Alliance’s web traffic and enhanced the dairy industry’s reputation in the region.

- DRAG THE CURSOR -

social media

Media Mix For the Win

The “Milk’s Got Game” campaign expanded from a consumer focus to also engage dairy farmers supporting the checkoff. Paulsen’s media team used billboards in Louisville, digital ads, and a landing page featuring Sheppard to showcase milk’s nutritional value.

Running on TikTok, Facebook, and geo-targeted banners for four weeks, the campaign drove traffic to the landing page and boosted Dairy Alliance web visits by nearly 40 percent above the monthly average.