25 Years of Cravendale
Arla. UK.
The Brief
Arla briefed the Goat team to create a social-first organic and paid influencer campaign to celebrate 25 years of the Cravendale brand.
Our challenge was to find the balance between fun and engaging content whilst still educating people on the Cravendale products and specifically, the “Fresher for Longer” messaging.
The Insight
Our data shows that influencer-first paid media performs better than brand-first paid media on social. So, whilst this was campaign had a core paid media element, we still wanted to place influencers at the heart and ensure they feel like native content.
Goat’s Creative Strategy team pitched the idea of making two well-known influencers the stars of the content. One would represent the average consumer that’s interested in foodie content, and the other would represent Cravendale and provide that educational voice.
The Approach
We successfully contracted two influencers, Clarkson’s Farm’s legendary Kaleb Cooper, and culinary creator and rapper Big Zuu to be the faces of this campaign.
These two brilliant creators/TV personalities held a special birthday party on a Cravendale dairy farm, where they were able to learn more about the brand and really bring the products and brand to life. Our Goat Production team managed the whole day, from concept and storyboarding, to filming and editing, and we created a full length video for Arla’s own channels, along with short-form video assets for organic and paid posting on TikTok and Instagram.
The juxtaposition of both influencers made for a highly entertaining campaign. Kaleb took on the role of teacher, representing Cravedale’s farmers, whilst Big Zuu stood for the Cravendale audience, those that might not know much about farming or dairy. While Kaleb was serious, Big Zuu was all about the entertainment factor, and this contrast allowed the two to bounce off each other in highly comical ways.
The Results
Proving the effectiveness of influencer-first ads, our campaign achieved a strong 1.8 million 15-second video views and a view-through-rate of 39% (13% higher than our target).
“We were really pleased with how this campaign performed,” said Liam Clark, Brand Manager for Arla Cravendale. “Kaleb helped to drive that relevance with a younger audience, as well as providing a clear link to our farmer owned messages, which is really important, as we are ultimately a farmer-owned brand.”
