View in browser

 Consumer Marketing – Why Use YouTube? Thinking back over the last year how many of you turned to YouTube to watch a how-to-fix it video, or to learn how to make sourdough bread, or to simply be entertained? YouTube generates the second most traffic of all websites in the world, second to Google (which owns YouTube). Over 55% of marketers use YouTube to ensure their brands have a presence on one of the biggest platforms available. According to a recent Sprout Social article, YouTube has a highly engaged user base with over 1 billion hours of video content viewed EACH day. With over 500 hours of video content uploaded to YouTube every minute worldwide. Through the 2020/21 year, Canada Beef created and uploaded 91 videos to the LoveCDNBeef YouTube channel. The team created content to promote the #mycanadianbeef campaign featuring Olympian Sage Watson. The team created the #Let’s Make Lunch video and Facebook Live cooking series to help parents keep kids busy and active during the summer months. A new educational playlist was created to highlight key video content supporting sustainability, farming practices and answering consumer’s questions. As reported in the March newsletter, Canada Beef created a Winter Joy video series called ‘Big Love in the Small Moments’ highlighting Canadians getting outside to enjoy winter, Canadian beef and embracing this time. Joy always finds a way. Life has thrown us all so many curve balls in the last year. Small blessings continue all around us, but sometimes we need a reminder of them. Be kind, share love, and enjoy all the small moments that bring you joy. A 5-week YouTube campaign was launched to generate awareness of the new 15-second videos and to increase Canada Beef YouTube subscriptions. The campaign focused on: Primary Audience: Urban Female 35-60, Principal Influencer in Meal Planning, Food Purchaser. Secondary Audience: Millennials: Females 20-35, whose eating decisions and views on beef will impact partners and young families. Males 20-35, highest potential for beef consumption and growth, very focused on “my wants”. Key markets in Canada with dense populations in order to maximize awareness (i.e. Toronto, Vancouver). Reach users with an affinity for cooking, recipes, and special diets like keto and paleo that would enjoy following Canada Beef on YouTube. Completion rate hovered around 90% for most of the campaign, due to the nature of non-skippable ads. Though completion rate dropped with the switch to skippable ads, almost 70,000 Views on the View Counter from March 1st – March 9th Key Takeaways Campaign showed strong results, by yielding 499,000 Completed Video Views at 74% Video Completion Rate (VCR). We have reached 565,000 unique users The brand appeals to all ages, particularly to ages within 35-44 & 55-64 The best performing video Categories were World Localities, Family & Parenting, and Health & Nutrition The strongest market was Ontario & Quebec; British Columbia yielded much less efficient results vs other provinces The top video was ‘Explore like a Canadian’ with 34,000 views. As we move into the new fiscal year, we will continue to highlight and drive traffic to the channel and videos with a few considerations: Continue leveraging existing tactics, as we have seen strong performance across all tactics. Explore lookalike channels of the curated channel list and expand targeting options to reach similar audiences and ultimately yield better scale. Have a combination of both non-skippable and skippable videos to effectively instill brand messaging amongst the targeted users. Back to main page Consumer Team Joyce Parslow, Ron Glaser, Michele McAdoo

CONTACT US Suite 146, 6715 – 8th Street NE Calgary, AB Canada T2E 7H7 Tel: (403) 275-5890 [email protected] canadabeef.ca	You’re receiving this newsletter because you’ve subscribed to Canada Beef Performs. No longer interested? UNSUBSCRIBE. Forward to a friend? CLICK HERE. Like to subscribe? CLICK HERE Comments? Email our editor at [email protected] © 2021 Canada Beef. All rights reserved.