DAIRYPURE

DairyPure ran an Instagram and Facebook video ad campaign to boost awareness of its milk products and connect emotionally with US moms, resulting in an 11-point lift in unaided brand awareness.

THE STORY
Pure milk, pure moments

DairyPure ensures its milk and dairy products are pure, fresh and delicious from farm to fridge. All of DairyPure’s milk and dairy products are tested for antibiotics and sourced from trusted local and regional farmers, who pledge to raise their cows without any artificial growth hormones.

11-point

lift in unaided brand awareness

22-point

lift in unaided brand awareness among women aged 22–34

5-point

lift in ad recall

7 million

people reached

We really wanted to connect our message of purity with DairyPure in the minds of millennial moms, so our strategy was to build out a mobile-first ad campaign to run in multiple placements, including in Instagram Stories, which worked beautifully to get our brand story across. The results were astonishing—they absolutely blew past our expectations.
MARISSA JARRATT, SVP MARKETING, INNOVATION, R&D DEAN FOODS
THE GOAL
Increasing brand awareness

Even though DairyPure is already the top branded milk in America, it is still a relatively young brand and needed to build name recognition. DairyPure wanted to increase brand awareness among millennial moms of young children by sparking an emotional connection with its campaign message.

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THE SOLUTION
Making the most of ad placements

To promote its milk products and garner an emotional connection among US moms during back-to-school season, DairyPure decided to develop an eye-catching digital ad campaign on Instagram and Facebook.

To make DairyPure’s marketing dollars stretch even farther, media agency Horizon Media suggested the automatic placements feature. That option automatically runs the ads in Facebook News Feed, Instagram feed or in Instagram Stories, depending on which placement would be more cost effective for the budget at any given time.

Next, DairyPure and its creative agency Forsman & Bodenfors New York crafted a variety of snack-sized, 6-second video ads built with a 4:5 aspect ratio, which is ideal for both the feed and Stories environments. F&B ensured that the campaign followed Facebook mobile-first best practices, such as displaying the product and the brand logo prominently throughout.

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The most popular ad creative humorously featured a perfect moment of childlike purity: a young girl biting face-first into an enormous chocolate cake, then smiling widely with a frosting-smeared face and grabbing a glass of DairyPure milk to wash it down. DairyPure served the ads to US women aged 21–49 who are moms of pre-school or young grade-school kids, as well as to those with an interest in milk. DairyPure discovered the tremendous results from its July 30–September 30, 2018 campaign by using a Facebook brand lift study, which resulted in:

  • 11-point lift in unaided brand awareness

  • 22-point lift in unaided brand awareness among women aged 22–34

  • 5-point lift in ad recall

  • 7 million people reached

  • 46% video completion rate (3-second video views watched to 100%)

When leveraged effectively, social can be a powerful avenue to reach and impact DairyPure’s audience. In order to fully realize the potential of Facebook’s platform, it was important to extend to Instagram Stories and create assets for all their advertising products. At campaign end, the combination of creative, targeting and ad format led to optimal performance from the DairyPure brand.
MEGHAN SWEENEY, ASSOCIATE DIRECTOR, HORIZON MEDIA