No, these are not the same people who brought you “Got Milk?” That’s the Dairy Processors Board.

Undeniably Dairy is the public face of Dairy Mangement Inc. (DMI) – dairy farmers and distributors across the USA – and they needed help resonating with a younger audience. As both writer and Creative Director, I led a cross-disiplinary team that married strategic insights and performance data with creative concepts that spoke to Gen-Z and older Millenials.   

Over the course of 2 years, our work increased DMI’s year-over-year video views by 162% and contributed to over 600% growth in billings for the agency by continually earning the client’s trust.  

THE DAIRY DETECTIVES 

Faced with a Gen-Z audience that doesn’t want to be sold to, we created a series of conspiracy-style, native-looking Tik-Tok videos that led with entertainment to sneak in dairy’s health benefits. We dubbed this series “The Dairy Detectives.”

To educate our Gen-Z audience that lactose intolerance doesn’t mean you have to give up dairy entirely, we showed them that even sensitive stomachs can get along with low-lactose dairy products. These videos helped spike in-platform engagement on Tik-Tok and Reels, with posting copy and an article on USDairy.com delivering educational details about lactose and how much is found in different foods.  

For our summer campaign on Instagram, we introduced Beau Vineman for a cringey, over-the-top invitation to enjoy your favorite dairy products. We created three hero videos that became more than a dozen short, snackable cutdowns optimized by channel to better align with our audience’s viewing habits.  

A few favorite cutdowns: 

Agency: Manifest
CCO: Sacha Reeb || ACD/AD: Angela Kim || Video Production: Mitch Stomner (Manifest)