For several generations, Dairy Farmers of Canada have taken concrete steps to reduce their carbon footprint. The goal of this campaign is to demonstrate that there is nothing more local than Canadian milk.
To convey the messages in Alberta, DFC collaborated with Alberta Milk to launch “Spotted COW.” A clothing collection created by local artists was showcased in a temporary pop-up store at various events in the region. The proceeds from each purchase were reinvested in the community by funding Tree Canada. This served as a way to show that the Producteurs laitiers du Canada are taking local action and measures to protect the environment.
Maison Made in was mandated by Dairy Farmers of Canada to coordinate an influencer campaign in Alberta.
The primary objective of DFC is not only to support local communities but also to give back to a local charity that promotes sustainability. Through this influencer campaign, content creators were asked to encourage their communities to attend the pop-up directly, thereby supporting local artists.
The strategic approach taken by the Made in team aimed to generate educational content highlighting local artists at the POP-UP store events. The goal was to highlight DFC’s efforts and successes in taking sustainability initiatives, as well as to inform the target audiences about their commitment to achieving a net-zero carbon footprint by 2050.
Made in selected local influencers from Alberta who met specific selection criteria. The target audience includes young millennials and Generation Z (ages 18-34) residing in Alberta who have an affinity for dairy products but have concerns about the industry.
We recruited three content creators in Alberta to ensure broad coverage across TikTok and Instagram. The influencers (Mid and Top) generated and shared content that highlighted the capsule collections, the pop-up store, and the key messages to remember.
The created content was diverse and engaging, including unboxing clothing packages and visits to the pop-up store. The key messages were well understood and shared by the influencers through their content. In fact, the feedback following this influencer campaign was extremely positive!
The presence on both social media was amplified through a media strategy to achieve coverage and impressions goals via TikTok ads and Meta ads.
