Dairy MAX continues its innovative approach to partnering with student-athletes through Name Image and Likeness (NIL) campaigns, anticipating a remarkable return on investment for the 2023-24 school year.
In the 2023-24 school year, Dairy MAX partnered with Opendorse, a marketplace connecting NIL athletes with brands. This strategic shift is a key factor contributing to the success of this year’s NIL campaigns, as it provides Dairy MAX with access to a large and diverse range of athletes for collaboration. This expansion allows Dairy MAX to feature athletes from various states across the region, broadening overall reach and engagement.
Each campaign focuses around a specific dairy message, ensuring the content appeals to a wide range of consumers and creates a lasting impact. Athletes are carefully selected for their influence, authentic enthusiasm for dairy and their ability to create engaging content that resonates with their followers.
During National Ice Cream Month, University of Wyoming football player Caleb Merritt's TikTok encouraged his audience to unwind and enjoy an ice cream break. The post garnered more than 14,000 likes and nearly 100 overwhelmingly positive comments, showcasing the relatability and influence of Merritt’s content. Texas Tech cheerleader Katie Evans' post during September's coffee-themed campaign was promoted and garnered over 100,000 views on TikTok. This proactive approach ensures that the content reaches an even broader audience, increasing brand exposure and engagement.
Leveraging social media platforms like TikTok and Instagram, Dairy MAX can track the performance of each campaign. The 2023-24 NIL season is on track to surpass the results of initial 2022-23 year, with more than 500,000 views of dairy-themed NIL content across these platforms. While our work with NIL athletes is ongoing the strategy of utilizing NIL collegiate influencers to reach youth from teenagers to young adults, strengthens the awareness of the importance of dairy products in daily life and builds trust for dairy among the GenZ audience.
