The Opportunity
Each June in the U.S., dairy is widely celebrated. This year, Lely North America kicked off the month by opening its brand-new Lely Park Campus in Pella, Iowa. This meant everything about June Dairy Month had to be HUGE. How do we keep the momentum going from the grand opening? By enlisting the help of an agricultural influencer - @IowaDairyFarmer. Dan, the @IowaDairyFarmer on TikTok and Instagram, has more than 690,000 followers and over 16 million likes on his videos. Dan is known for his talks about farm life, and more specifically, dairy life, dairy facts and dairy FAQs.
The Implementation
We worked with Dan to create four educational videos, opening with the explainer DIDJUNO? The Juno is one of Lely’s products – so a perfect opening to utilize when asking the audience if they know what we’re about to talk about. Dan covered four topics in his four videos: Dairy farmers automating their feeding with the Lely Vector, the benefits of the Lely Calm, keeping barns clean with the Lely Discovery Collector and how different dairy farmers lay out their milking barns. With Dan’s large following on both TikTok and Instagram, we knew our videos would reach not only a dairy-centered audience but those who follow farming and agriculture as well. We also know, based on responses from Dan’s previous videos, even non-farming stakeholders find and watch his videos.
