The Dairy Alliance: Georgia
The Dairy Alliance was one of the first to harness the power of NIL influencer marketing. For year two, we made it our creative mission to not use celebrity just to use celebrity, but to ensure our use of athletes and which athletes really meant something. This is how we convinced UGA’s record breaking quarterback to change his nickname and a new Milkman was born.
In world where manufactured sports drinks reign king, we used Stetson as the Milkman to deliver the surprising truth that milk is the true OG sports drink delivering more hydration than water, a punch of protein, and vitamins and minerals necessary for recovery.
Kicking off our comprehensive integrated campaign with a simulated press conference shot our message out with a bang. From paid and organic posts, a landing page, earned media, and in-store activations Georgia learned the power of Milk and the charm of its deliveryman.
12,614,058
Total Impressions
8,052,047
Earned Media Impressions
83%
Positive Sentiment
To help the campaign live beyond football season, Stetson passed the baton to UGA Spring athletes who continued posting the Milkman’s message.
The Dairy Alliance: Tennessee
After the success of the Georgia campaign, Tennessee wanted to get in on the action and decided to make a March Madness play. We leaned into the competitive spirit of the month and pitted two star players against each other in the world’s first social powered milk dunk tank.
The campaign was greenlit in February—right in the middle of basketball season. With athletes slammed, we leaned into design instead: a bold, liquid aesthetic we called corporate trippy, turning players into larger-than-life caricatures. From there, we built paid, organic, and sponsored content driving fans to tweet with #DunksOnYou. Each tweet filled a digital glass; when it overflowed, the player got dunked. A microsite extended the fun, letting fans track scores, watch Zeigler and Davis’s animated dunks, and—most importantly—discover the benefits of milk.
For the sponsored posts from our players, we sprinkled in a healthy dose of memes that brought authentic rivalry and fun to the campaign.
