Campaign Details & Goals
Campaign essence
At DeLaval, we live by the slogan, “We Live Milk!”—a reflection of the deep connection we share with the dairy industry. Cows are much more than just milk providers; they are central to our lives, like family. They nourish us, power our work, and fuel our purpose.
The Cowfie campaign was designed to honour this vital connection. We encouraged participants to share photos with the stars of the dairy industry—the cows—using the hashtag #cowfie. Alongside their cowfies, we asked people to share what milk means to them personally. This initiative spotlighted the diverse individuals engaged in dairy farming, from farmers to DeLaval employees and the next generation of dairy enthusiasts.
Campaign Type
- Social Media
Location
Globally
Dates
May 30, 2024
–
July 3, 2024
Campaign objectives
The Cowfie campaign focused on several key objectives:
- Authenticity: Highlighting the genuine bond and care between people and cows. For many in this industry, the work transcends a mere job—it’s a calling.
- Connection: Fostering an emotional connection with our followers by sharing short reflections on why cows are so important to them. These reflections resonate with their personal experiences and celebrate why cows are so crucial to our daily lives.
- Cows and crew: Putting the cow at the heart of the campaign, showcasing her as the star of the show. Without her, the dairy industry wouldn’t exist. Additionally, the campaign featured individuals from various professions around the world who work in the dairy sector.
- Engagement and virality: Bringing out the fun and playful side of sharing ‘cowfies’, making it an easy and enjoyable activity for everyone to participate in, sparking conversation and spreading awareness.
Details That Led to a Successful Campaign
- Personal connection and authenticity: Participants shared their cowfies and stories, giving others a glimpse into their genuine experiences and love for cows. (And in some cases, there were even sheep and buffalo showcased!) This fostered a sense of shared understanding, making the campaign feel both relatable and authentic. After all, it’s human nature to enjoy looking at pictures of other people—and in the dairy industry, we also can’t resist a good photo of cows!
- Community engagement: The campaign brought together DeLaval employees, customers, and the broader public, creating a strong sense of community. It encouraged widespread participation, uniting people over a shared passion for dairy farming.
- Highlighting the industry’s values: By showcasing the dedication, care, and respect that people in the dairy industry have for cows and milk production, the campaign provided an opportunity to challenge misconceptions and celebrate the essential contributions of dairy farming to our lives.
- Social media reach: The hashtag #cowfie created a unified, recognisable campaign across social media platforms, increasing visibility and engagement. The simplicity of participating—many in the industry already had photos with cows—made it easy for followers to join in. Participants could also showcase their playful or professional side, adding flexibility to their involvement.
- Playfulness: The fun nature of sharing cowfies added a joyful, engaging element that encouraged participation and made the campaign memorable.
