Case Study
American Dairy Association
Learn how high impact rich media moved the needle with an elusive Gen Z audience
Dorm Room Dairy Magic
The Objective
As alternative dairy products continue to inch their way into the category, new research revealed a promising untapped audience for traditional dairy: Gen Z. To capitalize on this influential audience, Savor Recipes (in partnership with the American Dairy Association North East) set out to make an impact across college campuses by educating college students with easy-to-make dorm room recipes. Their objective was twofold: (1) promote awareness of its dairy-forward recipes, and (2) boost purchase and consumption of dairy products.
The Solution
To promote awareness of its dairy-forward recipes and boost purchase and consumption of dairy products, Savor turned to high impact rich media to make an impact with Gen Z across select college campuses.
To break through their banner blindness, Savor leveraged interactive rich media ads to grab attention and drive awareness of their quick and easy dorm room recipes. A custom, eye-catching creative unit was developed to feature four different gif-like recipe videos housed in different tiles. When clicked, the tiled expanded to full-screen video to allow viewers to see the recipe come together from start to finish and gain some inspiration to whip up something in their dorm room. A “Get The Recipe” CTA drove students to the recipe on SavorRecipes.com.
The Results
The campaign succeeded at capturing the attention of Gen Z and engaging them with dairy-based recipes with an overall engagement rate of 2.86%!
Not only was the campaign successful at driving engagement, but college students actually took the next step to visit SavorRecipes.com. Traffic to the recipes promoted during the campaign increased by a whopping 275% during the initiative!
“The high impact, rich media ads helped Savor move the needle with college students by delivering media metrics that were 85% higher than the previous years standard banners,” said Diya Basu, Director - Digital & Content Marketing, Savor Recipes and American Dairy Association North East.
Engagement Rate
Increase in Site Traffic