times demanded a change in strategy. We talk a lot about dairy 'showing up differently' and we are, " she said. Schaffner said young consumers are relying on social media outlets for their information and are especially turning to influencers who they trust. " They also enjoy gaming, and most are very familiar with Jimmy Donaldson - aka 'MrBeast' - who is arguably the world's biggest gaming icon. The dairy checkoff is working with MrBeast for a second time, and while he previously conducted a virtual dairy farm tour to incorporate content into his platform, he saw the real thing in person last year when he visited a dairy in his home state of North Carolina, " she said. " A video he produced from that visit generated 3 million views in 24 hours and became the No. 1 video on all of YouTube. There is no other medium that Gaming icon Jimmy Donaldson, known as MrBeast on YouTube, has partnered with DMI and the dairy checkoff to increase interest in dairy and farming. DAIRYPROCESSING.COM | JAN-FEB 2023 9 Jimmy Donaldson/MrBeasthttp://www.DAIRYPROCESSING.COM