GRAND PRAIRIE, Texas – Launched earlier this year, “Dairy Up Close,” a new documentary-style video series created by Dairy MAX garnered big results in reaching consumers. Following five local dairy farm families from across Texas and New Mexico, the mini docu-series shares real stories of real dairy farmers by highlighting how dairy farmers care for their land, animals and communities.
The videos launched when discussions around sustainability, shared values and transparency reached an all-time high online, especially for target consumer groups – Millennials and Gen Z. Dairy MAX recognizes the importance of reaching these consumers where they already are. Currently, Gen Z represents 20 percent of the U.S. population, spending an estimated $143 billion annually and are “digital natives,” meaning they don’t remember a time without the internet and get most of their information from social media.
Overall, the initial campaign generated over 3.6 million video views and drove 9,312 impressions to the Dairy MAX farm family landing pages. Ads were distributed across YouTube, Hulu and Connected TV, which allow users to connect their TVs to the internet over a three-month duration and targeted to reach millennial parents, younger millennials and Gen Z across the Dairy MAX region. All ads were driven to DairyUpClose.com so viewers could continue viewing the impactful imagery and video content of the five dairy farm families featured through the campaign.
Millennials and Gen Z have proven to be curious about where their food comes from and have high expectations of brands. These age groups are doing more research to learn where their food is, especially where dairy comes from. Insights from the campaign showed as viewers followed the five local dairy farm families; they were increasingly interested in each family, wanting to know more about them and about their background in dairy farming.
The ongoing success of reaching more consumers than ever makes us excited to see what the future holds for our industry. “Being transparent by telling the dairy farmer’s story is vital in today’s world. As consumers seek information about where their food comes from and how it affects our planet, we will continue to connect them to dairy farmers’ ultimate stewards of the land. Said Kaci Creel, “Programs like “Dairy Up Close” are crucial in building trust with our audiences, which ultimately drive dairy sales.”
See the stories at DairyUpClose.com
About Dairy MAX
Founded more than 40 years ago, Dairy MAX is one of the leading regional dairy councils in America – representing more than 900 dairy farmers and serving communities in eight states: Colorado, southwest Kansas, Louisiana, Montana, New Mexico, western Oklahoma, Texas and Wyoming. A nonprofit organization, Dairy MAX is part of a nationwide effort to promote American agriculture, support dairy farming and drive impact for every dairy farmer. The organization operates five audience outreach programs: business development, consumer marketing, health and wellness, industry image and relations and school marketing. For more information about Dairy MAX and its team of experts, visit DairyMAX.org. Dairy resources and delicious recipes are available at DairyDiscoveryZone.com.
