SERVICES
Adane
Strategy
Over the past decade, dairy sales declined as consumers increasingly turned to plant-based alternatives. At the same time, shifting consumer behaviors, accelerated by the pandemic led people to seek comfort, nostalgia and wellness through food. This presented an opportunity to reconnect with millennial parents and reshape their dairy consumption habits for the long term.
To meet this audience where they were most active, on social media, PCI launched the #MakeMilkMoments campaign. This digital initiative encouraged families to share nostalgic and meaningful milk moments, reinforcing dairy’s role in their daily lives. Key campaign tactics included:
- Influencer Partnerships: A Digital Influencer Collective of millennial parents shared personal milk moments, highlighting dairy’s benefits and inspiring authentic engagement.
- Social Engagement & Sweepstakes: Consumers were encouraged to post their own #MakeMilkMoments for a chance to win $1,000 and a nostalgic prize basket.
- Media & Advertising: Strategic broadcast placements with expert spokespeople and targeted digital ads on Instagram, TikTok and Twitter maximized reach and participation.
Results
The campaign successfully reignited dairy’s relevance in modern family life, driving strong engagement and participation:
- 3.6+ million digital and traditional media impressions
- Highly targeted consumer engagement through influencer-generated content
- Strong social participation, with families sharing their personal milk moments
By leveraging influencer credibility, engaging storytelling and digital amplification, #MakeMilkMoments reinforced dairy’s emotional and nutritional value, helping reshape consumer perceptions and purchasing habits.
