The campaign was a success, with over 10 million impressions (paid + organic) in the first 18 days and over 1.5k unique participants on Twitter, but it didn't come without challenges. The night before the campaign was set to launch, Zakai Zeigler suffered a torn ACL, tragically cutting his season short. So we acted quickly to devise a new strategic direction for the campaign and create brand new content that encouraged fans to support Zakai through participating alongside him in some off-the-court competition.

Bringing the benefits of milk to life with an
animated social-first campaign.

This was one of the first campaigns Nicole Bennett and I concepted and brought to fruition together during our time at The Partnership. Our task was to leverage NIL deals with college athletes, the social media buzz surrounding March Madness, and heated rivalries between college basketball teams to promote the nutritional benefits of milk on behalf of The Dairy Alliance.

What we came up with was a Twitter-centered, dairy-driven take on an old-fashioned dunk contest. Throughout the month of March, we invited Tennessee college basketball fans to tweet at us in order to dunk animated caricatures of beloved college athletes and friendly rivals Zakai Zeigler and Kendric Davis in milk on an educational microsite. The more they tweeted, the more dunks in milk they triggered.

Check out how it all came together.

2024 AVA Award Winner
8.9 Million Paid Impressions
1.2 Million Organic Impressions
1533 Unique Tweet Authors
99% Positive Sentiment
One Client who repeatedly noted that she “got chills” during our pitches

AAFP

Naples Comprehensive Health