Protein Power Up
Facing stiff competition from non-dairy beverages that were increasingly perceived as a healthier alternative to dairy, MilkPEP (Milk Processor Education Program) needed to reframe the conversation about milk and nutrition.
What I Did
My team and I approached the client with an idea for a single, scrolling page that explained the importance of morning protein consumption and milk’s value as a cost-effective way to get it. I wrote and edited the page’s copy to ensure it balanced clarity of message, scientific accuracy, and SEO friendliness. I collaborated closely with our UX and design teams to help them translate visual ideas and interactive concepts into compelling copy, also providing input on the page’s interactive path and visual tone.
The page received 1.19 million unique page views in 2016 and more than 1,000 shares across social channels (making it far and away the most engaging page in the site’s history). Additionally, the page was selected as a category-level finalist at the Content Marketing Institute’s annual Content Marketing Awards in 2016.