In 2025, Midwest Dairy partnered with online influencers across Instagram, TikTok, and YouTube to execute a hybrid campaign that blended experiential opportunities with an always-on educational strategy. The creators, Gen Z and parents with young children, highlighted the nutritional benefits of dairy, including lactose-free options, while showcasing how farmers across the Midwest prioritize cow care and comfort through sustainable, responsible practices.
The yearlong program reached 10.5 million video views, which exceeded the views goal by 798.9K. Nearly 205,000 engagements were tallied during the year, including 129,300 clicks to dairy resources. Midwest Dairy engaged influencers in the following campaigns:
- ‘Always On’ and seasonal recipes – Throughout the year, this quarterly content showed dairy’s relevance by addressing consumers’ priorities and aligning with timely calendar opportunities. National Ice Cream Month, fall tailgating and holiday gatherings were occasions to celebrate with dairy and inspire dairy usage through recipes.
- IN-fluencer Network and in-person gathering – Midwest Dairy invited seven food and lifestyle influencers to Savor the Story: Farm, Food & Flavor, a thoughtfully curated gathering for education and engagement with registered dietitian thought leaders and Midwest Dairy staff. The experience included a visit to Krause Holsteins, which featured prominently in videos post-experience and were shared online during National Dairy Month. Network members went on to develop and share consistently through the remainder of the year, reminding their audiences about the dairy sustainability and animal care practices they witnessed.
- Farm visits – Five influencers each visited a nearby dairy farm, experiencing firsthand the care and dedication farmers put into their work and sharing it with their unique audiences during the fall season. The one-to-one approach aligns with Gen Z’s core values of authenticity and meaningful connection.
- First 1,000 Days – Midwest Dairy engaged eight influencers in the checkoff-created campaign to help parents understand how dairy can help nourish mother and infant brain health and cognition from conception to two years of age. The videos reached a diverse audience while maintaining authenticity and relatability through the research and resources shared.
- Nuestros Sabores – During Hispanic Heritage Month in October, three influencers elevated Dairy MAX’s vibrant and culturally rich influencer campaign centered around the launch of Nuestros Sabores, Our Flavors — a new digital cookbook created in partnership with Latinos and Hispanics in Dietetics and Nutrition (LAHIDAN).
Midwest Dairy supported each of its influencer campaigns with paid amplification across its 10-state area to target the audiences that matter most to dairy. These were a few of the top-performing videos in 2025:
As Midwest Dairy looks to refine its approach to influencer content in 2026, you can expect to see more YouTube integrations and alignment of content amplification with the Midwest’s most populated consumer markets.
