To bring this messaging to life, we developed a full suite of campaign materials—including social media content, brochures, digital ads, and other outreach tools—designed to increase awareness, inform key audiences, and drive greater engagement statewide.
Rockit Science Agency was thrilled to partner with the Louisiana Dairy Board in a mission to elevate dairy consumption across the state. Our collaboration culminated in a dynamic three-month social media campaign to redefine how Louisianans perceive and use dairy products.
The Challenge
In a state renowned for its culinary diversity, from gumbo to jambalaya, the challenge of elevating dairy from a supporting role to the main attraction was no small feat. Louisiana's rich food heritage meant that we were not merely competing with other food groups; we were up against deeply ingrained cultural eating habits. The task was twofold: first, to capture the hearts of Louisianans through their love for food, and second, to shift the culinary narrative to make dairy the star rather than the sidekick. Our strategy was clear yet ambitious—create content that not only educates but also emotionally engages.
The Approach
To captivate our audience, we produced a series of original recipe videos highlighting four delectable dishes, each featuring milk, butter, or cheese as the main ingredient. These videos not only educated but also served as promoted posts, significantly boosting the Dairy Board's social media impressions. Supplementing this were video reels that showcased easy-to-make, seasonal dairy-based treats, such as yogurt-fruit bark and milkshakes. We also incorporated visuals from local dairy farms in our static posts and Instagram Stories. These behind-the-scenes farm videos amassed thousands of views, while our cow-themed posts evoked a sense of nostalgia and warmth among followers.
Spotlight On Dairy
As a cornerstone of our campaign strategy, we produced four high-quality recipe videos that placed dairy front and center. Each video was meticulously crafted to showcase a unique dish where milk, butter, or cheese played the starring role. From concept to execution, our team focused on capturing the textures, flavors, and culinary techniques that make dairy indispensable in cooking. These videos served a dual purpose: they not only educated viewers on the versatility of dairy but also acted as compelling content for promoted posts.
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Crafting the Campaign
We shaped all messaging for My Place Louisiana to reflect the program’s core values. The tone remained genuine, speaking directly to the needs and emotions of participants and their families. It was empathetic in recognizing the challenges faced by both individuals and healthcare professionals, and encouraging in highlighting the program’s transformative potential. At every touchpoint, the voice remained respectful and professional to build trust and credibility with healthcare providers and vulnerable populations alike.
We shaped all messaging to reflect My Place Louisiana’s core values, using a tone that was genuine, empathetic, encouraging, and professional. It spoke directly to participants and their families, acknowledged the challenges faced by both individuals and healthcare professionals, highlighted the program’s transformative potential, and maintained a respectful, trustworthy voice throughout.
The Result
The campaign's impact was nothing short of phenomenal. Over three months, the Louisiana Dairy Board saw an astonishing 6,175.6% spike in social media engagement and a 1,371% growth in their overall audience. The campaign not only met but far exceeded expectations, solidifying Rockit Science Agency's reputation for delivering high-impact, results-driven solutions.
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