The “of course” trend that has dominated TikTok and Instagram is proving to have power and has opened the door for the checkoff to put dairy into the conversation.
The viral sensation entails users sharing good-natured and satirical stereotypes about their professions or identities. This has allowed our health and wellness experts at National Dairy Council (NDC) to deliver a behind-the-scenes fun and engaging approach that is appealing to the younger audiences who flock to TikTok and Instagram.
This is what we mean when the checkoff talks about a new strategy of “advertising” and it’s hitting the mark. In fact, three videos the NDC team produced in conjunction with our Undeniably Dairy campaign have generated a combined 4 million views!
Our social media strategy allows us to leverage key priority areas to tell dairy's positive story on channels where our target audience gets much of their nutrition information. Doing so allows us to boost positive perception of the dairy community – including farmers – and dairy’s role in wellness by showcasing our NDC experts “doing dairy daily” in fun, new ways. We are creating greater visibility for our credentialed experts, so our audience gains trust in dairy and has a deeper appreciation for our community.
Our videos have focused on:
Gut health and lactose intolerance – This launched at the start of the year and allowed us to acknowledge “National RD Day” so we could tap into this important audience.
Protein and recovery – we capitalized on the excitement of the Olympics to drive home the role dairy plays in an athlete’s lifestyle.
Nutritious snacks with dairy – this hit at the start of the school year as the millennial parent audience is thinking about what to feed their kids during a chaotic on-the-go schedule.
Hopefully you can see how NDC’s dietitians are reframing the conversation around dairy, emphasizing its benefits through the lens of relatable, entertaining content. This can help consumers decipher between myths and facts and ease their minds about roadblocks associated with dairy, such as concerns about gut health and inflammation. Our dietitians clearly demonstrate that dairy is nutritious and when incorporated into a healthy diet, it can yield short- and long-term health benefits.
They are truly showing dairy (and dietitians) can be fun!
To learn more about your national dairy checkoff, visit www.usdairy.com/for-farmers, sign up for the Your Dairy Checkoff Newsletter, or to reach us directly, send an email to TalkToTheCheckoff@dairy.org.
The author is a Senior Vice President of Digital Initiatives at Dairy Management Inc.
