@andyseastcoastkitchen_
“The cream of the crop,” this is what the Dairy Farmers of Canada promise. By choosing dairy products bearing the Blue Cow Quality Milk logo, the Dairy Farmers of Canada ensure products of exceptional quality, made from 100% Canadian milk, and grown responsibly to support Canadian producers.
In order to convey these values in the long term, Made in was tasked with developing and implementing an influencer marketing campaign from May to November 2023. The objectives were to strengthen awareness, generate positive considerations, and inspire young consumers to cook with products featuring the Blue Cow Quality Milk logo. The focus was on building a lasting connection between the brand and consumers through the creation of seasonal recipes by foodie influencers. This aimed to promote the choice of local products while encouraging consumers to look for the Blue Cow logo when purchasing dairy products.
@the.sassy.foodieMade in’s strategy was to recruit creators from Quebec, Ontario, and Nova Scotia to reach a broad audience. Therefore, 4 MID and 1 celebrity influencer, with their educational, culinary, and multicultural approach, played an essential role in reaching a diverse target audience.
Made in ensured to reach the Canadian target audience on the social media platforms TikTok and Instagram by recruiting five content creators from across the country. Among them were @andyseatscoastkitchen_, a former participant in the fifth edition of Masterchef Canada and an ambassador for several Dairy Farmers of Canada campaigns, @onclevov, an iconic figure on TikTok for his Quebecois-Vietnamese cuisine, and @libredemanger , a nutritionist and blogger driven by the desire to reconcile her community with unrestricted and frustration-free cooking.
@libredemangerDuring these 7 months of the campaign, the creators shared recipes that reflected their personal style, authentically showcasing the Blue Cow logo through captivating culinary creations. This approach not only fostered engagement but also allowed for the organic and viral spread of content.
With a total of nearly 1 million subscribers, the creators delivered 44 pieces of content, surpassing the initial goal and generating 3.5 million organic views and impressions! The campaign not only met the awareness objectives but also exceeded engagement goals, garnering over 26K interactions with the content. This reflects the strong enthusiasm from the audience towards the campaign and its key messages.
Moreover, the campaign benefited from a successful media strategy on both platforms, generating an additional 11.6 million views and media impressions through TikTok Ads and Meta Ads.
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