Campaign Details & Goals
A paid media buy targeted Australians nationally across Facebook and Instagram with video content featuring professional sportspeople who have dairy farming backgrounds including Australian dairy ambassador Jonathan Brown, Australian Paralympian Col Pearse, and Australian Rugby League captain Kezie Apps. The sports talent were supported by Gippsland farmer ambassador Sarah Kelly and Dairy Australia dietitian Kristina Gorgievska.
PR activity included media outreach to publications and key journalists nationally, as well as a social media influencer program that amplified the health, sport, and nutrition messages.
A stakeholder engagement toolkit and social media assets to encourage involvement in World Milk Day were disseminated to a database of stakeholders including manufacturers, farmers, ambassadors, MPs, health care professional and teachers.
Campaign Type
- Paid Media/Advertising
Location
Melbourne, VIC, Australia
Dates
May 13, 2025
–
June 23, 2025
Metrics
Awareness and reach
Details That Led to a Successful Campaign
Creative: The strong creative and theme, “Powered by Milk” was relevant across all life stages, from children, adults, to older Australians and athletes. The national media release was supported by a case study from Aussie Paralympian Swimmer Col Pearse, which was a timely news hook leading up to the Paris Paralympics.
PR and influencers: PR activity included media outreach to publications and key journalists nationally. Social media influencers were leveraged to further amplify the key campaign messages, demonstrate support for dairy, and drive reach. Nine influencers were selected with strong audiences across fitness, sport, nutrition and food, with each showcasing how milk helps to power their daily lives, and encouraged their audience to consume milk as a part of their daily routine.
Results:
• Paid social media delivered 26 million impressions with 5.7 million in reach
• Media coverage achieved 209 pieces of media with 7.5 million reach
• Influencer activity reached 1.1 million people with an engagement rate of 2.45%
