Regional dairy council Dairy MAX requested a social media ad campaign that would connect Gen Z with dairy farmers. To start, we used documentary-style footage we had produced for another project, but it was designed to appeal to a broader audience.

Balcom’s three-pronged process helped transform the footage for a new purpose.

• Insight: We determined that our best bet to engage this audience was through TikTok and YouTube video ads under 15 seconds.
• Creativity: We chose clips of farmers explaining key dairy topics and edited them to grab attention within the first 1-2 seconds.
• Technology: We experimented with two different editing styles – one more native to the apps, one more polished – to determine which would earn the most attention.

The six-week campaign earned 2 million views, with a particularly impressive 65.98% view rate on YouTube.

“Our incredible partnership with Balcom made this campaign successful, and we are immensely grateful for their collaboration and expertise.” – Elizabeth Hurst, Vice President, Communications at Dairy MAX