Campaign Details & Goals
In 2024, Dairy Farmers of America (DFA), the nation’s leading dairy cooperative, launched a campaign for World Milk Day to connect consumers with the farmers and employees behind the high-quality dairy products they enjoy.
Through a series of short social videos and strong imagery, DFA focused on sustainability, family values and a forward-thinking mindset, highlighting how dairy farmers are integrating innovative, sustainable practices into their daily operations.
Campaign Type
- Partnerships
Location
United States of America
Dates
May 29, 2024
–
June 1, 2024
The campaign aimed to showcase the importance of family-owned farms in strengthening local economies while promoting environmental responsibility. By telling authentic stories along with quantifiable statistics, DFA sought to deepen the connection between consumers and the people behind their food. The company also featured global employees during this period to showcase DFA’s mission to be a leading global dairy cooperative.
The goal was to raise awareness of dairy’s role in a healthy, sustainable lifestyle and position DFA as a leader committed to the future of the dairy industry.
Details That Led to a Successful Campaign
DFA’s 2024 campaign celebrated the hard-working farmer-owners and global employees who embody the cooperative’s spirit of bringing high-quality, wholesome dairy to communities near and far. By showcasing this shared purpose during the Enjoy Dairy rally, World Milk Day and beyond, DFA connected with audiences in meaningful ways.
The campaign achieved a 7.4% engagement rate per impression, demonstrating strong consumer interest. Views, comments, shares, and reactions across multiple channels reflected the success of the social-first approach and the resonance of our message. Consumers were inspired by the stories of sustainability, family values, and dedication to nourishing the world.
DFA also brought the campaign to life locally by hosting events at plant locations. These events provided employees the opportunity to connect with their purpose and celebrate their role in contributing to both the local and global economy through dairy. This engagement deepened their passion for the Cooperative’s mission and strengthened their connection to DFA’s shared values.
Through authentic storytelling, impactful videos, and meaningful employee experiences, the campaign not only celebrated World Milk Day but also reinforced the cooperative’s commitment to its people, its purpose and its promise of nourishing communities worldwide.
