Case study #EnjoyDairy
Case Study: Enjoy Dairy
SITUATION
In an effort to broaden the dairy conversation, Global Dairy Platform (GDP) launched its first ever hashtag campaign promoting the hashtag #EnjoyDairy to rally enthusiasm and support for the wider dairy industry.
The campaign sought to drive involvement, deepen engagement, and establish whether a consolidated communications campaign could exist by pushing particular messages across specific markets.
RESULTS
The tone of the overall #EnjoyDairy conversation was neutral to positive, attaining pick- up across key markets, particularly by individuals / groups in the U.S. (48%), the U.K. (13%), and Ireland (10%).
Content was centralized, with each market sharing the same key messages, contributing to a unified global campaign. Coverage was shared on social media, predominantly on Twitter (73%) followed by Facebook (24%).
