Oklahoma Nutrition Information & Education Project
As a way to reach low-income households and parents in Oklahoma, we took to social media to encourage consumers to make the switch to 1% milk. Because of how natural Facebook’s timeline ads feel, this proved the perfect place to dispel myths and inform parents about the benefits of drinking 1% milk. It also enabled us to run custom ads served exclusively to Spanish speakers.
Instead of focusing on a call to action, we took a less self-promotional approach and created a series of easy-to-understand educational images, which we served with high frequency. The campaign resulted in a 35.2% increase in 1% milk sales, with areas touched by social media alone seeing the largest increase.