We worked with a Nashville artist and Grammy-winning composer to rewrite “Old MacDonald” into a female power anthem to celebrate the female farmers who are rewriting the rules. The music video launched on Vevo and a 90-second cut-down ran on the premiere of the The Voice.
A mere 1% of the U.S. population are farmers, yet they are responsible for feeding us all. As the world’s food needs are growing, it’s never been more critical to inspire new generations to consider careers in agriculture. But popular culture in the U.S. — from toys to cartoons to songs — has conditioned us to view farmers as men. As a farmer-owned co-op, Land O’Lakes wanted to change this. We started by taking farming’s most iconic childhood song and changing one pronoun.
Fans could download the song on iTunes, where it quickly shot to the Top 20 on iTunes rock charts.
We partnered with Audra Mulkern of The Female Farmer Project™ to create a series of mini-documentaries featuring Land O’Lakes female farmers.
GIFs of the song lyrics ran on Facebook and Instagram, driving fans to watch the full video.
In the first month, 100MM+ paid impressions inspired 418MM+ earned impressions. The music video was viewed 1.2MM+ times, was viewed on average 64% longer than average music videos, and the song showed up on the iTunes alternative music charts.
Brand word-of-mouth increased 70% year-over-year, crushing our awareness KPI, and consideration for Land O’Lakes butter has increased 31% among millennials since the campaign started.
But most importantly, by changing one word, we were able to change the way an entire generation views farming.