From Bloom to Boom. Making the NDC 14x bigger than Bloom

The Bloom Festival is one of the biggest gardening events in Europe, and it is the perfect event for the National Dairy Council (NDC) to promote Irish Dairy. This year, more than exhibiting, NDC wanted to amplify its reach and turned the Bloom Festival into an immersive celebration of Irish dairy, combining interactive onsite experiences with strategic digital amplification. At the event, attendees enjoyed the Milk Moustache Photo Booth, engaged with Milly the Mascot, and explored the innovative VR Farm Experience, which provided an immersive journey into sustainable dairy farming. These engaging activities highlighted the health and sustainability benefits of dairy, making NDC a festival favourite.

On digital platforms, NDC amplified the festival’s impact by sharing real-time updates, leveraging TikTok trends, and crafting visually engaging Instagram Stories. This approach extended the onsite excitement to a much broader audience, blending physical experiences with a robust social presence. The campaign achieved 1.4 million impressions, 10,000+ engagements, and a reach 14 times the festival’s attendance, positioning NDC as a leader in sustainability advocacy and modern dairy storytelling.