A sophisticated rebranding helped this storied social club attract attention and new members
Petroleum Club of Fort Worth
Reimagined footage earns 2M social media ad views
Client
Dairy MAX is a regional dairy council representing dairy farmers across Colorado, Montana, Wyoming, Texas, Oklahoma, New Mexico and southwest Kansas.
We are thrilled by the remarkable success of our recent campaign, which powerfully connected with Gen Z audiences utilizing current assets to develop engaging ads. Our incredible partnership with Balcom made this campaign successful, and we are immensely grateful for their collaboration and expertise.
The Challenge
As Gen Z becomes more influential among consumers, it’s becoming more important to reach them with an accurate, positive dairy message – and a prime way to reach them is through TikTok and YouTube. Balcom already had hours of dairy farmer footage, but it was documentary-style, designed to appeal to multiple generations. We were tasked with reworking the footage into social media video ads appealing specifically to Gen Z.
Insight
Abounding research on Gen Z shows this generation cares about authenticity, humor, sustainability and behind-the-scenes content. They also need to be engaged quickly if they are going to pay attention instead of scrolling past something, so we determined our video ads should be 15 seconds or less and should introduce an intriguing topic within the first 1-2 seconds.
Creativity
Our familiarity with the footage enabled us to quickly compile relatable clips of our farmers. Amusing copy helped tease and illustrate each message, and the payoff “Real milk. No shame.” emphasized authenticity and pride in choosing dairy. We delivered 25 scripts in the allotted time instead of the requested six, and the client decided to expand the project and produce all 25.
Technology
We edited the footage with a fast, engaging feel to fit the platform and audience – and we even experimented with two different styles for each video (as well as sizes customized to each platform). One style was designed to look user-created and native to the TikTok app. The other had extra polish in its text treatment and animations. We tested both and found that TikTok users preferred the native look, while YouTube users preferred the more polished versions.
The Results
We launched with six videos, earning 2M combined views out of 17.5M impressions across TikTok and YouTube. The team is still working to optimize the ever-evolving TikTok, while YouTube earned a 65.98% view rate, well over the 56% industry benchmark, with a cost per view of $0.044, well below the $0.059 benchmark.
Stats
65.98% YouTube view rate (industry benchmark: 56%)
$0.044 YouTube CPV (industry benchmark: $0.059)
335K TikTok views
Awards
2024 Fort Worth American Advertising Awards
- Bronze ADDY – Working With Dairy Cows – "Real Milk. No Shame." – Internet Commercial
