CanadasNaturalPerceptiveness
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Helping People Thrive
Challenge Dairy Farmers of Canada (the organization tasked with promoting Canadian Dairy) wanted to bring their masterbrand vision to life, under one voice. But with multiple stakeholders trying to serve the specific needs of DFC’s various audiences, communications were fragmented. Over the years, content and pages had been added to the main website and many microsites had been created to fulfill short-term campaign needs. In total, Dairy Farmers had more than 50 websites, which created a large and disconnected ecosystem. Beyond damaging the audience experience and brand, this was both difficult and expensive to maintain. It was time to create a digital platform that could speak to all Canadians. But how could we speak to so many while still delivering relevant experiences to differing audiences? Inspiration Our discovery process revealed insights that were key to achieving the solution for Dairy Farmers of Canada. Canadians were increasingly pursuing holistic health and wellness solutions, and so they made complete lifestyle decisions, not just food choices. At the same time, they took pride in Canada’s natural perceptiveness and the unique “Canadian Brand.” Using the Dairy Farmers of Canada logo, which was already a symbol of a healthy lifestyle, had the potential to help us reframe the brand’s conversation with Canadians, from product first to lifestyle first, while harnessing Canadian pride. Idea We put insight into action by building an audience-centric digital platform unique to DFC: “Only Dairy Farmers of Canada stands for a lifestyle that helps Canadians thrive.” It was rooted in health, wellness, innovation, local, community, and, above all, Canada. We built a scalable digital platform on Drupal 8 with an ownable design system inspired by Dairy and Canada. The experience was thoughtfully designed to have no dead ends and to let Canadians readily find what they were looking for. Critically, content was based on user intent and provided each audience with a satisfying, personalized experience. Growth The new platform transformed not only the digital ecosystem and user experience, but also the organization’s marketing approach, as Dairy Farmers of Canada – with our continued help and partnership – looked to become a modern marketer and fulfill their vision of a healthier Canada. The new platform has enabled faster content creation and speed to market and the streamlined digital services drove higher DFC logo submissions. It has also trained the organization to function in an agile manager, across all of its projects. Credits: WUNDERMAN THOMPSON AGENCY https://www.wundermanthompson.com/work/dfc-helping-people-thrive
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