A Social Media Idea that Evolved Into a Full-Fledged 360 Campaign
There are few things more embarrassing than being put on the “canceled” list when you’re not even asked to speak up about it. The dairy industry has been dealt this cruel fate over and again thanks in part by naysayers who continue their work from afar as they attempt create doubt around what is undeniably healthy – milk! But with each passing day we’ve seen how ridiculous these claims really sounded; there was no way anyone could make such sweeping statements without providing evidence that supports them (or any reasoning at all).
Taking a break from the wholesome things we love, it was time to get dirty. The team aligned ourselves with everything California loves: grannies and puppies? Canceled! Songbirds and soccer games- CANCELED!. Weekends full of picnics or just laying on beaches all day long…cancelled!
Together with actor Brian Baumgartner from The Office and Julissa Calderon of Netflix’s Gentefied, we took to the streets in order challenge people about their beliefs. The team was met by an angry population who didn’t want any more doubt placed on what they loved.
The power of love is stronger than any misinformation. This campaign reached 600 million+ earned media impressions in the first week alone with a custom digital press kit and interviews from Brian & Julissa, who were both verifying their reassurance for people to Never Doubt What They Love.