National Dairy Council Social Media
Our team was tasked with captivating the vibrant under-35 demographic via the National Dairy Council’s social channels, aiming to invigorate their strategy and breathe new life into their platform. My role spanned across copywriting, creative strategy, short-form video content, social media management, and production management, all aimed at boosting engagement and presence online.
As the lead creative strategist and copywriter, I was responsible for creating captivating captions, scripting engaging videos, and conceptualizing the monthly social content calendar from scratch. My efforts were focused on connecting with the young audience by crafting content that resonated with their preferences and digital consumption habits.
Aligned with the NDC's goal to enhance the social license for producing Irish dairy, our strategy highlighted the positive aspects of Irish dairy farming. We showcased the nutritional benefits and the superior taste of Irish dairy products through engaging narratives and visuals, while showcasing the hard work of Irish Dairy farmers and their dedication to bettering the industry. Additionally, I led the conceptualization and editing of TikTok videos, which was a new platform added to the client’s strategy that was pivotal in reaching and engaging the younger demographic.
We also amplified the NDC’s reach during “Bloom 2024”, the NDC's largest public-facing event of the year. Through timely social media activations, we enhanced visitor engagement and extended the activations impact beyond the event reaching 14 times the footfall of the event.
A major highlight of this ongoing project was the creation of Milly, a costumed mascot designed to star in our content. Milly served as a visual brand recall cue and a playful tool to amplify the NDC’s core content pillars. This lighthearted and endearing mascot would help to make our messages more relatable and memorable, further endearing the NDC to our targeted audience. I even got a chance to walk a couple miles in Milly’s shoes during the 5-day Bloom event!
Through a combination of strategic content creation, event activations, and innovative mascot integration, we successfully increased awareness and appreciation for Irish dairy.
Check out our content on the NDC socials: https://www.instagram.com/ndc_ie/ and https://www.tiktok.com/@ndc_ie?_t=8ngYR69dMIK&_r=1
Or watch my NDC short-form video highlight reel below: