Building reputation of dairying women: Dairy Women's Network

Client Challenge

Dairy Women’s Network established the Dairy Woman of the Year award in 2012 to recognise and celebrate the outstanding contributions and leadership of women in the dairy sector. Their goal was to have the title recognised as the premier industry award for women leaders in the dairy sector. The dairy industry has several awards throughout the year, so the introduction of the Dairy Woman of the Year award was competing for awareness in a crowded space.

HMC Solution

We developed a sustained publicity campaign to take the Dairy Women of the Year awards from an unknown award to an iconic, industry-recognised honour.  

Results

  • Nominations for the award increase each year, showing awareness and reputation of the awards is at an all-time high.
  • Virtually every rural media outlet covers the award every year.
  • In the award’s third year, we achieved record mainstream (non-rural) media coverage with features in Next Magazine and Country Calendar.
  • We’ve increased year-on-year audience reach and mainstream media coverage, some years by as much as 20% on the year before.