In the U.S., most of us picture farmers as men. Probably because one of the first exposures we

have as children is the iconic song about farming, "Old MacDonald," which leaves out half of

the population. As a farmer-owned co-op with 30% female farmers, Land O'Lakes decided it

was time for female farmers to have their own song. The result is the powerful, anthemic "SHE-

I-O." It celebrates the women who are rewriting the rules of farming and inspiring the next

generation of young girls to see farming as a career option.

Alongside Nashville artist Maggie Rose and Grammy-winning songwriter Liz Rose, we

modernized “Old MacDonald” into an empowering anthem celebrating female farmers. The music video for "SHE-I-O" was shot on Land O'Lakes dairy farms and features real female

farmers and their daughters working on the farm.

As a farmer-owned co-op, Land O’Lakes understands the power of coming together. But truly coming together requires the inclusion of all people. We needed to champion the inclusion of our female farmers to encourage young girls to consider farming as a future career. After all, you need to see it, to be it.

As the world’s leading music-video platform, Vevo was the perfect place to launch the 2:45 SHE-I-O music video on Women’s Equality Day. Shorter SHE-I-O versions, behind-the-scenes footage, and a series of empowering GIFs were also released on YouTube, Facebook and Instagram to drive traffic to Land O’Lakes owned content, including information about the brand’s core values.

Several weeks later, we aired a :90 version of the music video in the season premiere of The

Voice as a finale to the SHE-I-O activation. With the country music connection, celebrity judges

Kelly Clarkson and Blake Shelton amplified the spot via Twitter, extending SHE-I-O to their

followers.

The :90 spot continued to targeted placements on NBC streaming properties during fall

premiere week, allowing us to reach Millennials who preferred streaming over cable.

• Positive brand word of mouth increased 70% year-over-year, and consideration for Land O’Lakes Butter products increased 31% among Millennial parents.

• Campaign recall rose 17 points compared to the previous year when Land O’Lakes was in market with other brand messaging.

• Among control and exposed groups, brand favorability increased nearly 15%, while purchase intent increased 22%.

• The music video was viewed 1.2MM+ times and 64% longer than average music videos of

the same length. SHE-I-O also quickly rose to the top 20 on the iTunes rock charts.

• Vevo video views on the day of The Voice premiere were 300% higher than the average

video views to date.