Locally and nationally, dairy checkoff has leveraged the success of popular social media influencers to help drive trust and sales in dairy.
What is an influencer?
An influencer is someone who uses their online platform to create and share content that has the power to impact others’ opinions and purchasing decisions in a focus area, which may include food, lifestyle, and health and wellness.
Why we work with influencers
Influencers’ recommendations are often highly regarded by their followers. While some influencers are celebrities, most are real-life consumers who have built a strong online community and are a trusted voice. Influencer collaborations allow us to tap into that trust to showcase positive dairy messaging, dispel dairy myths, and grow sales through the creation or sharing of dairy-filled recipes.
Influencer Collaborations to Drive Trust and Sales
New England Dairy has a robust influencer marketing plan to connect with our millennial parents and Gen Z audiences across our five-state region.
One example of a recent influencer collaboration features Vermont-based influencer Erin Torres (@travellikealocalvt) to develop a mint-flavored milkshake consumers could make at home for St. Patrick’s Day. The recipe included ice cream, milk, and yogurt and targeted millennial parents. It reached over 11,200 people and generated nearly 340 engagements (likes, comments, shares, and saves).
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Another recent example is a collaboration post with Gen Zer and dairy advocate influencer (@SheLikesMilk) featuring dairy sustainability messaging to kick off National Dairy Month. It’s received over 178,000 views and 8,300 engagements.
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Dairy Management Inc. (DMI) is also activating influencers in dairy promotion work. Knowing that influencers want experiences and the opportunity it provides to spotlight dairy sustainability, DMI hosted an influencer bootcamp in partnership with Midwest Dairy at the end of 2023. Several influencers, including Iyanna Amor from the Netflix show Love is Blind, attended the camp at Daley Farms of Lewiston in Minnesota. The resulting videos, which included messaging about water recycling on farm and other sustainability efforts, generated 460,000 views and 21,000 engagements.
If you would like to learn more about our work with influencers, contact Farmer Relations Manager Elicia Pinsonault or Farmer Communications Specialist Steve Peters. You can help us spread the word about how we’re making every drop count by sharing this story with other farmers in your region.