BC Dairy Campaign

Pour a Little Happiness

Overview:

The BC Dairy Association has launched its first program targeting South Asian and Chinese audiences in the province, and it’s enlisted some influencers to help it do so.

Research from Ethnicity Matters uncovered consumption habits and attitudes towards milk and dairy for these communities within B.C., which the agency then benchmarked against research from other countries globally, says Bobby Sahni, the shop’s partner and co-founder. Immigrants coming from those countries tend to bring consumption habits with them, but Jennifer Woron, director of marketing for the BC DairyAssociation, says the global comparison unveiled a key insight and goal for the campaign.

Details:

  • Client:

    BC Dairy

  • Year:

    2019

  • Creatives:

    Print Ad, Digital Banner, Store Marketing Design, Influencer Campaign

Digital Banners

TV Commercial Adaptation

Shopper Marketing Campaign

Campaign Recap Video

Campaign Recap Photos

Campaign Design

Coupon Design

Diwali Campaign

POS

Campaign Recap Photos

Coupon Design

Influencer Campaign

The goal of influencer partnerships was to increase reach of the primary campaign “Pour A Little Happiness”, and to maintain positive associations with milk for existing consumers. The ethnic campaign focused on Chinese & South Asian consumers in BC with emphasis on families who enjoy milk.

Gurv Sihra & Harv Sihra (Singh Brothers)

Results – Instagram

Likes: 3,514 | Comments: 62 | Saves: 26

Impressions: 26,912 | Accounts reached: 21,701

Results – Facebook

Likes: 126 | Comments: 12

Impressions: 2,120 | Reach: 1,569 | Engagement: 232

Results – Twitter

Impressions: 9,862 | Likes: 120 | Engagement: 635

Raj Thandhi

Results – Instagram

Likes: 1,032 | Comments: 127 | Saves: 443 | Stories views: 2,778 | Video Views: 8,171

Impressions: 74,411 | Accounts reached: 43,138

Results – Facebook

Likes: 38 | Comments: 18 | Reach: 9,234

Results – Blog Post

Impressions: 37,180 | Direct Views: 19,680

Christina Chandra

Results – Instagram

Likes: 1340 | Comments: 44 | Saves: 10

Impressions: 8,360 | Accounts reached: 5,541

Results – Facebook

Likes: 50 | Comments: 21 | Reach: 549

Husna Thompson

Results – Instagram

Likes: 738 | Comments: 82 | Saves: 7

Impressions: 6,024 | Accounts reached: 4,127

Results – Facebook

Likes: 11 | Comments: 4 | Reach: 599

Ting Ting

Results – Instagram

Likes: 4,400 | Comments: 73 | Saves: 139

Impressions: 333,697 | Accounts reached: 118,154

Deborah Moore

Results – Instagram

Likes: 608 | Comments: 45 | Saves: 63

Impressions: 9,050 | Accounts reached: 188,636

Ken Hsieh

Results – Instagram

Likes: 1,488 | Comments: 46 | Saves: 55

Impressions: 107,175 | Accounts reached: 60,042

Alice Lin

Results – Instagram

Likes: 1,617 | Comments: 75 | Saves: 87

Impressions: 128,728 | Accounts reached: 73,508