@wpgeats
The Dairy Farmers of Canada are committed to protecting, preserving, and improving their lands with innovative strategies focused on sustainable development. The partnership between Dairy Farmers of Canada (DFC) and Ducks Unlimited Canada (DUC) was therefore at the heart of an educational influencer campaign, highlighting efforts to restore wetlands on Canadian dairy farms, thereby ensuring a sustainable future for the planet.
Millennial and Generation Z consumers often express hesitations about purchasing dairy products due to concerns about supporting an industry perceived as harmful to the environment. Made in was therefore commissioned to develop and launch an influencer marketing campaign in August 2023 to highlight the partnership between DFC and DUC, aimed at creating a greener future on their farms and, ultimately, for the planet. The challenge of this campaign was to emphasize the efforts made by DFC to combat climate change and improve millennials’ trust in dairy farming.
@andyseastcoastkitchen_Made in’s strategy was therefore to recruit creators from Quebec, Manitoba, and Nova Scotia (2 mid-tier and 1 celebrity creator) and organize a visit for them to one of the farms partnered with DFC and DUC. To best meet the objectives, Made in recommended creating video content in the form of a mini documentary. Video was chosen as it allows for storytelling, explanation, and ultimately fulfills the educational purpose of this campaign.
The campaign was rolled out on TikTok and Instagram, featuring a variety of content in terms of format, quality, and type. A total of 24 pieces of content were published, including stories, Reels, TikTok videos, and a blog post. The videos produced by the creators showcased the beauty and ecological importance of wetlands and explained to their communities the process of restoring these fragile ecosystems.
With a total 900K followers, the creators generated 14.5M views and organic and media impressions! The campaign not only met the awareness objectives but also sparked conversations in the comments, demonstrating the resonance of the content with the audience, the relevance of the selected influencers, and the educational impact of the content.
@andyseastcoastkitchen_