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DairyCo

Brief

DairyCo, the organisation representing UK dairy farmers, asked OST to create them a thriving social media presence. Our initial campaign produced a model Twitter marketing case study, which we then extended to Facebook.

Project

AHDB Dairy, also known as DairyCo, is a levy-funded, not-for-profit organisation working on behalf of Britain’s dairy farmers. The organisation’s remit is to solve ‘market failure’ in the industry, leading to a positive image of dairy farming with the public.

In 2014 DairyCo approached OST to help them build a world-beating social media presence, both to increase support among dairy farmers and drive awareness among UK consumers.

With a comparatively small budget and a degree of internal skepticism about the ability of social media to impact on these objectives, we set out to make a statement!

Our strategy involved:

  • Building a thriving Twitter following using fun Tweets and engaging directly with dairy farmers, sharing their stories and photos.
  • Launching and managing a highly engaged Facebook Page (aimed at consumers) with frequent engagement activities.
  • Using targeted advertising on Facebook and Twitter to speed up the process of growth and maximise engagement.

Results

Over the course of 18 months OST developed DairyCo’s social media presence into the most successful and engaging in the UK farming industry. Specifically we:

  • Increased the @thisisdairy Twitter following from 1,500 in March 2014 to over 7,000 in July 2015 with a stunning average engagement rate of over 5%.
  • Launched ThisisDairyFarming on Facebook in January 2015, growing the following from zero to 5,200 fans in seven months with a consistently high engagement rate.
  • Through both channels, driven hundreds of thousands of impressions and thousands of engagements each month – contributing to social media being the primary of signups to DairyCo’s campaigns during 2015.

DairyCo found the input and assistance provided by Our Social Times invaluable. I’ve no doubt that we would not have achieved the results we did without Our Social Times’ involvement and I would have no hesitation in recommending them to other organisations looking to enhance their activity on social media platforms.

Gareth Renowden, Digital Marketing Manager DairyCo

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