A promotion helped this nonprofit boost web traffic 712% in 1 month


Dairy MAX is a local nonprofit dairy council representing more than 900 dairy farm families across Texas, Oklahoma, New Mexico and southwest Kansas.

The Challenge

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.
Dairy Takes the Cake Facebook Post


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.
Dairy Takes the Cake Ad
Dairy Takes the Cake Ad and Sweepstakes

The Results

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

  • Gold ADDY – Social Media, Multiple Platforms

2015 Worthy Awards

  • Worthy Award – Dairy Discovery Zone – Community Relations Program

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