Dairy MAX wanted to increase website traffic to its recipe pages to encourage dairy consumption. Every year, June Dairy Month is an opportunity for an especially big push.
Stats showed our target audience spends a lot of time on Pinterest, and that visual content – especially video – was especially influential. Here’s how we used social media to spread the dairy love.
We devised a Pinterest contest encouraging our audience to pin Dairy MAX recipes for a chance to win a KitchenAid mixer and other cool baking tools. In addition to making fun graphics, we asked some of Dairy MAX’s farm wives to record short, simple videos encouraging our audience to join the fun.
We started by pinning each #DairyAmazing recipe page with optimized photos, titles and descriptions. We used Facebook promoted posts and ads, with two videos – one promoted to fans and their friends, one promoted to nonfans in our target audience.
712% traffic increase on recipe pages during June Dairy Month.
15,641 impressions of the #DairyAMAZING Pinterest board
5,343 recipe page visits – 25% of total traffic
209 new followers
555 recipe repins
2015 Fort Worth American Advertising Awards
- One Gold ADDY for social media – multiple platforms