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Certified partners
The #GotMilk challenge reached 250k TikTok views through 20+ young athletes cast by inBeat for American Dairy.
250k
Views
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Got Milk? is one of America's best-known ad campaigns, which American Dairy set out to bring to Gen Z on TikTok.
Industry: Dairy / Food and beverage / Producer-funded marketing
Audience: Gen Z in the North-East US, especially athletic and active lifestyle communities on TikTok.
American Dairy wanted awareness among Gen Z, a generation famously wary of traditional advertising. It also wanted the widest possible reach without risking brand safety.
Reach Gen Z through young opinion leaders, and spread the #GotMilk challenge across the North-East of the US.
250k
Views on #GotMilk challenge content
10k
Likes on challenge content
20+
Young athletes cast
A TikTok creator program for the #GotMilk challenge. inBeat cast 20+ young athletes across micro, mid-tier and macro levels in the North-East US and ran content approval for every creator.
Each creator tier had a job. Micro-creators seeded the challenge as peer content, mid-tier creators widened its reach while still feeling genuine, and macro creators delivered the reach spike. Athletes brought health and performance credibility with Gen Z. Recruitment focused on the North-East, where American Dairy's distribution and brand presence were strongest.
Creators took part in the challenge themselves before the hashtag got any brand promotion, so it arrived as personal content. Briefs were written for TikTok: vertical video, trending audio and the creator's own voice. inBeat ran a multi-stage approval process across all 20+ creators, and macro creators amplified the challenge beyond the first creator audiences.
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