Dairy Management Inc. (funded by dairy farmers across the USA) tasked us with reminding Gen Z and young Millennials about the benefits of dairy products. We met our audience where they are on social channels with soft-sell content designed to entertain as much as inform. 

To educate our audience that lactose intolerance doesn’t mean you have to give up all dairy foods, we showed them that even sensitive stomachs can get along with low-lactose dairy products. Running on TikTok and IG Reels, these videos both increased in-platform engagement and traffic to an article on USDairy.com detailing the amount of lactose in foods like Greek yogurt and hard cheeses. 

For our summer campaign, 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 of my favorite cutdowns: 

The full-length videos:

Since our Gen Z audience is very skeptical of ads, we channeled that skepticism into a series of conspiracy-style, native-looking videos we dubbed “The Dairy Detectives.”  TikTok:

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