The right videos and placement earned this nonprofit 81% video view completion
United Way of Tarrant County
Dairy MAX is a regional dairy council representing dairy farmers across Colorado, Montana, Wyoming, Texas, Oklahoma, New Mexico and southwest Kansas.
As Gen Z becomes more influential among consumers, it’s becoming more important to reach them with an accurate, positive dairy message – and a prime way to reach them is through TikTok and YouTube. Balcom already had hours of dairy farmer footage, but it was documentary-style, designed to appeal to multiple generations. We were tasked with reworking the footage into social media video ads appealing specifically to Gen Z.
We launched with six videos, earning 2M combined views out of 17.5M impressions across TikTok and YouTube. The team is still working to optimize the ever-evolving TikTok, while YouTube earned a 65.98% view rate, well over the 56% industry benchmark, with a cost per view of $0.044, well below the $0.059 benchmark.
65.98% YouTube view rate (industry benchmark: 56%)
$0.044 YouTube CPV (industry benchmark: $0.059)
335K TikTok views
2024 Fort Worth American Advertising Awards