As part of its new 100% Canadian Milk campaign, Dairy Farmers of Canada (DFC) launched ‘The Great Canadian Moo’, a simple, fun Web event which reached and mobilized dairy lovers across the country. On June 3rd, by using their blog, Facebook and thegreatcanadianmoo.ca, Canadians from coast to coast, showed their support for the Canadian dairy cow and set a world record for the most moos in a 24-hour period.
Created by DFC to rally Canadian consumers to the 100% Canadian Milk brand, The Great Canadian Moo is a unifying web event designed to engage consumers and arouse national pride in our milk and dairy products. Launched on March 30th, thegreatcanadianmoo.ca was the focus of online publicity ranging from ordinary web banners to rich media advertisement. It was also advertised on the social networking site Facebook and on DFC’s dairygoodness.ca. Canadians could also ‘share the site’ on Twitter, Digg, Stumble Upon and Del.icio.us.
The Great Canadian Moo generated a viral effect among users and provided great visibility for the 100% Canadian Milk branding – just one click and consumers became part of a national event that placed Canadian Milk at the heart of the matter!
On June 3rd, Canadians from across the country clicked on thegreatcanadianmoo.ca, generating a total of 1,027,916 Canadian moos. The province of Ontario having generated the most moos in a 24-hour period with 575,000 moos.
The impressive number of moos, clearly indicates that Canadian consumers support local dairy producers and processors; view them as having respect for the environment, food quality, and animal care; and recognize that their unique goal is to produce dairy products made with 100% Canadian milk, which is crucial to making a superior product.
