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 Video highlights successful campaign The consumer marketing team first introduced readers to the #MyCanadianBeef campaign in the January issue of Canada Beef Performs. The consumer campaign, which concluded earlier this year, focused on a digital-first approach and used Canadian advocates who shared their authentic beef stories and experiences to instill a sense of pride in Canadian beef. The consumer marketing team has created a short video to highlight the campaign elements and share the results of this successful program. Joyce Parslow, executive director, Consumer Marketing, Canada Beef, said it is important to measure the metrics of these campaigns as it helps us to understand the messaging and media vehicles that resonate with consumers. “It was clear from the results that we hit our targets, both with the MyCanadianBeef message and in terms of the platforms we chose for the campaign.” CAMPAIGN RESULTS Public Relations Public relations national outreach garnered stories in 16 digital magazines such as Curiocity, DailyHive, Narcity, Western Producer and Eat North, reaching a potential audience of 4.18 million readers. Advertisements  An even larger audience was reached with display and digital advertisements. In total, there were 69.3 million ad views, which resulted in over 600,000 clicks to the website. Of this, over 3 million ad views resulted from search advertisements on search engines such as Google or Bing, and more than 40 million ad views were generated from social advertisements on platforms such as Facebook and Instagram. Over 17 million ad views resulted from display ads shown on specific websites and media platforms that target Canada Beef audiences. To date, this campaign has resulted in over 25,000 conversions, which means viewers taking specific actions on the website like viewing a story, reading a recipe or clicking on specific buttons via the digital advertisement. There was a steady increase of 12% in ad views year-over-year during the course of the campaign. Social media advertisements had 7x more click-through than the industry benchmark of 0.30%. Success Research conducted by Kantar (a media company) confirmed the marketing campaign’s efforts. The digital advertisements were enjoyed by audiences, with more than 55% of viewers finding the ads to be memorable and attributing them to Canadian beef. Telling these stories helped involve consumers and evoke pride and trust in Canadian beef. Moving beyond Canadian Beef to #MyCanadian Beef created a shared story between Canadians and the food they know and love. Back to main page  JOYCE PARSLOW Executive Director, Consumer Marketing |
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