Dairy Farmers of Canada are committed to building a sustainable future for all. In order to encourage young Canadians to play an active role in building a more sustainable future, they have launched the Here For Tomorrow scholarship. This scholarship aims to encourage and promote careers in the field of agriculture among students.
Maison Made In conducted an influencer campaign aiming to inform high school students in grades 10 to 12 in Canada (secondary 4 and 5 in Quebec) about the multitude of roles and professions in the agriculture and food sector. The goal ? Help them recognize how their interests and skills could be useful in this always evolving industry.
The goal was to encourage career exploration in the field of agriculture by providing students with unique insights into how they can make an impact on the industry, both at the local and national levels.
Crédit : @chloe.g.russel
In order to embody the campaign messages and ensure they resonate with the target audience, Made in developed a strategy highlighting the commitment of the Dairy Farmers of Canada and Agro-food in the Classroom Canada, who joined forces to offer one of the five $3,000 Here For Tomorrow scholarships to young people across the country.
Through a successful influencer campaign on TikTok and Instagram, influencers from the agricultural field (or not) were able to present this opportunity to their audience. Through their content, they explained to their followers how the scholarship would work and encouraged them to participate!
Among the five influencers recruited from across the country, Made in made sure to reach the Canadian target audience on both TikTok and Instagram platforms. During our casting process, we made sure to incorporate influencers from both the Agricultural (AG) and Non-Agricultural (NO-AG) domains. Among them, @haydenjfox and @chloe.g.russell, known for their roles in the agricultural sector and their farm life, as well as @heyitspham, a graduate in biology and earth sciences, were able to share their experiences with their communities to encourage them to join the industry. We also recruited @massimahiou and @deevaandfood as influencers who do not have ties to the agricultural sector, to help communicate the message to the younger audience.
Each influencer successfully delivered the campaign’s key messages while adding a personal touch with details about their relationship to the industry. This diversity of profiles, including industry professionals and comedians, allowed the key messages to be conveyed in multiple ways. The approach was authentic to bring a credible and sincere image to the partnership.
The campaign was deployed on TikTok and Instagram, through a variety of content formats, quality, and content types. In total, 18 pieces of content were published, including stories, carousels, Reels, and TikTok videos.
The campaign was very successful !
It resonated well with the content creators’ audiences, as it generated a lot of very positive comments. This also demonstrates that the selection of content creators was perfectly aligned with the campaign’s purpose, as their audience proved to be active and engaged. The engagement rate was also impressive, as the content not only connected with the intended audiences but also demonstrated its appeal through the significant increase in traffic generated by the scholarship links shared by the influencers in their stories.
Our presence on both social networks was amplified through a media strategy to achieve coverage and impressions goals via TikTok ads and Meta ads.
