AGENCY: CMD
CLIENT: Dairy Farmers of Washington
ROLE: Social Media and PR Director
How do you encourage Washington consumers to reach for local dairy with a limited budget? Start with research. We found that over half of US consumers said they would make dinner at home if they had new ideas. That insight helped us target consumers on their favorite channels with innovative, culturally relevant, and on-trend content.
Research and listening tools helped identify the most effective channels, showing 16% of women 18-34 use Instagram as their #1 source for food content, while recipe and food are the most popular topics associated with dairy on the platform. Further, 59% of millennial consumers stated they purchase retail products after learning of them on Instagram. We also found 43% of women 18-34 use Pinterest as their #1 source for food content, and 70% of Pinterest users search for food and drink content.
We leaned into search data, industry and cultural trends to develop timely content. For example, when Pinterest searches for chayote were up 76%, we created a Chayote Pesto Pasta recipe. When tahini was trending, we whipped up a Salted Tahini Tart. And when grazing tables searches were up 163%, we crafted a five-foot long table with local cheeses.
The results have been impressive. On Instagram, impressions were 500 times higher than the year before, engagements increased by over 200%, and maintained a high engagement rate of 7.09% (industry average is 1.69%). On Pinterest, our engaged audience went up 79% and CTR on native posts was 0.70%, ahead of the industry benchmarks.