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 Canadian Beef YouTube campaign delivers strong results In November and December 2022, Canada Beef’s Public and Stakeholder Engagement program conducted a social media campaign to drive awareness and viewership of Canada Beef’s YouTube videos that highlight and promote the beef industry’s positive environmental stewardship message. The campaign targeted younger viewers (20 to 40 years of age) interested in food, cooking and sustainability topics in the Vancouver, Edmonton, Calgary, Toronto, Ottawa and Montreal markets. The campaign used online ads to promote Canada Beef YouTube video resources and drive viewership. Overall, the campaign was a big success and resulted in 7.5 million consumer impressions from the ads and 1.1 million video views. The results were about double the expected performance of the campaign. Overall, the campaign reached 4.48 million unique users. The campaign featured a mix of short and long-form videos that ranged in length from six to 60 seconds, with the short videos used to deliver both positive stand-alone beef messages and drive interest and viewership of the long-form videos. The videos featured a mix of speakers, including cattle producers who are recipients of the national The Environmental Stewardship Award and representatives from not-for-profit environmental organizations supportive of the beef industry. The videos were sourced from existing content; the shorter videos were created by taking clips from long-form videos already available. The campaign delivered strong results, and maintained relatively steady views throughout the campaign period. Interestingly, impressions and viewership were higher on weekdays than on weekends. Viewership declined slightly as the campaign entered the Christmas holiday period. Ontario accounted for approximately half the campaign viewership, with Alberta providing about a third of viewers. Tablets and smartphones provided the majority of impressions, while Connected TV delivered the majority of viewers. Back to main page RON GLASER Vice President, Corporate Affairs

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