Problem
Dairy Farmers of America needed a more defined audience to cement their leadership position in sustainable farming.
Insight
While many are passionate about living sustainability, they’re driven by different motives.
Solution
We segmented dairy consumers not just by their levels of interest in sustainability, but the reasons behind their interest. Then we used key behavioral data (higher levels of purchase, influence, interest, etc) to identify our primary segment, who are driven to live sustainably by their love of people.
Results
Tailoring content and retargeting media around our primary segment drove deeper engagement and understanding of our message. Specifically, we saw +103% increased reach, +202% clicks, +200% CTR, and +45 seconds average time on page from ads YOY.
Team
Strategy: Yours Truly
Creative Agency: Barkley