Midwest Dairy partners with online influencers to connect with Generation Z (Gen Z) and adult consumers by showcasing stories about sustainable nutrition in dairy. These influencers use their trusted platforms to promote dairy products and experiences. As a result, Midwest Dairy has increased dairy product visibility, expanded reach to target audiences, and boosted sales through authentic dairy content. Social media is a multibillion-dollar industry that drives more engagement than other entertainment sectors, making it a key tool for Midwest Dairy to connect with consumers.
Midwest Dairy expanded its influencer relationships during the second half of 2024. Keep reading to learn about these influencer activations!
‘Cheesy Season’ engages influencers
In late 2024, as food discussions heightened ahead of the holidays, Midwest Dairy launched a campaign called “Cheesy Season.” This campaign showcased dairy’s versatility and enjoyment through strategic partnerships with influencers. The goal was to raise awareness and engage Gen Z and parents across key digital platforms.
Midwest Dairy collaborated with influencers such as Faith Enokian, Molly Yeh, and newlyweds Jay and Channing to produce engaging content for Instagram and TikTok. The campaign generated 10.1 million impressions, including 2.3 million organic impressions. It also achieved a strong average organic engagement rate of 5.74 percent, surpassing industry benchmarks.
The campaign featured interactive challenges, day-in-the-life videos, and recipe tutorials to emphasize dairy’s versatility, sustainability, and kitchen fun. Gen Z responded particularly well to humor, interactive content, and visually dynamic storytelling, confirming the importance of these strategies for future campaigns.
Here are a few links to top-performing posts. Check them out!
Influencers highlight dairy’s role in the first 1,000 days of life
In Fall 2024, Midwest Dairy partnered with TikTok creators to emphasize dairy’s vital role in a child’s first 1,000 days. This initiative educated parents and caregivers about the nutritional benefits of dairy for early development through engaging and informative content from trusted parenting voices.
Research shows that the first 1,000 days of life from conception to their second birthday- are crucial for brain development, physical growth, and immune strength. Dairy, rich in essential nutrients such as calcium, vitamin D, and protein, is a foundational part of a child’s diet during this time. Midwest Dairy worked with medical experts and popular influencers to share this vital message in a way that resonated with today’s parents.
Four medical experts launched the campaign by creating TikTok videos explaining the benefits of dairy during a child’s first 1,000 days. They highlighted how dairy supports healthy bones, teeth, and overall growth in young children, laying the foundation for a more resilient and active future. After the medical experts posted their videos, parent influencers shared them and added their personal stories. This strategy broadened the reach while keeping the message authentic and relatable. A couple of top-performing videos included @skyehitchcock and @itsbethanymorris.
The collaboration exceeded expectations, generating 2.6 million impressions. By leveraging both organic and paid media strategies, the campaign reached a wide audience, including parents, caregivers, and health-conscious individuals.
Influencer campaign highlights key messages of animal and sustainability
In 2024, Illinois Farm Families (IFF) collaborated with Midwest Dairy on a strategic influencer campaign to increase awareness and trust among Chicago consumers about the practices of Illinois farmers. The campaign highlighted themes such as family farming, animal care, and sustainability. It focused on connecting consumers directly with farm experiences through the perspectives of relatable and trusted influencers. Two prominent influencers — Christina Chu, a sports dietitian, and Aneta Linko, a parenting blogger — connected Chicago-based audiences to Illinois dairy farm families.
Christina, a sports nutrition expert, was invited to Lenkaitis Dairy Farm to gain firsthand experience in animal care and nutrition. In her content, she emphasized the shared mission of dairy nutritionists and dietitians to ensure the health and well-being of dairy cows. Her unique perspective as a dietitian allowed her to highlight dairy’s nutritional importance and the crucial role of proper animal care in producing high-quality goods. Christina shared a post titled “10 Things I Learned from an Illinois Dairy Farmer,” providing deeper insight into her on-farm experience. She showcased key information about dairy cow diets, daily routines, and the state-of-the-art equipment used to maintain the farm. This bonus content resonated with her audience, providing educational value while highlighting the behind-the-scenes commitment to animal welfare and sustainable farming practices.
Aneta, a Chicago parenting blogger, engaged fellow parents with Midwest Dairy’s’ key messages about animal care. In early December, Aneta also visited Lenkaitis Dairy Farm with her family. Through her content, Aneta highlighted the importance of animal care on the farm, the family values that guide the operation, and the quality of dairy products it produces. Her relatable storytelling resonated with parents who were interested in where their food comes from and how it is produced.
Collaborating with influencers produced remarkable outcomes, reaching a broad audience and fostering significant engagement. The influencers generated 255,048 impressions and 55,981 engagements. The campaign boosted awareness and engagement among consumers in Illinois, highlighting the significance of family farming, animal care, and sustainability within the dairy farming industry.
Driving conversations about dairy on TikTok
Because many consumers use TikTok as a source of information and education, Midwest Dairy worked to drive conversation about dairy farming, emphasizing cow care and industry sustainability efforts like water conservation.
Midwest Dairy collaborated with 34 influencers to produce 39 videos. Most of the participants were Gen Z influencers or had a strong Gen Z following. This diverse group of influencers included mothers, athletes, fitness creators, and others who highlighted the benefits of dairy through recipe demos and day-in-the-life recaps. Their goal was to demonstrate how dairy authentically integrates into their everyday lives. Top-performing videos included @courtneyrolson, @jessicajordan44, and @adventuresinoklahoma.
The videos generated 5.26 million impressions, exceeding Midwest Dairy’s original goal of 4 million by 29%. Midwest Dairy also conducted a brand lift study to assess whether the campaign successfully changed perceptions and built trust. Compared to those who did not see the videos, individuals exposed to the videos had an 11-point increase in their perception of dairy animals being treated humanely and a 5-point increase in their view of dairy farmers as environmentally friendly.