|
|
| Cliquer ici pour lire l'infolettre en français | View in browser |
 World Cuisine consumer campaign A World Cuisine campaign was developed and executed earlier this year to drive a beef consumer audience to the Canadian Beef Information Gateway (Gateway). The campaign featured multiple tactics including print advertising, digital advertising and outreach, and influencer promotion. It also used existing assets and content to leverage the campaign. The timing of much of the media placement aligned with the Gateway consumer contest Let’s Cook with cdnbeef.ca to optimize contest participation.   The campaign targeted affluent adults and featured a one-page print ad in House & Home and Canadian Automobile Association (CAA) magazines. The ad creative focused on world-cuisine recipes. House & Home is a lifestyle/home decorating magazine representing Canada’s largest national subscriber magazine. A QR code enabled readers to access the Gateway’s World Cuisine webpage, resulting in 627 scans. Targeting travel-interested adults, the one-page World Cuisine ad was inserted into the national (excluding BC and QC) issue of the CAA publication, which distributes 2.4 million copies to members. A QR code enabled readers to access the Gateway’s World Cuisine web page, resulting in 1,767 scans. A second print ad was developed and included in the September issue of Food & Drink magazine, which reached food-engaged affluent consumers in an Ontario-only circulation, resulting in exposure in 513,000 distributed copies. The ad encouraged readers to scan a QR code that linked them to the Gateway’s World Cuisine content, resulting in 3,000 scans. An eight-week national English-only digital marketing campaign was undertaken in March 2024, targeting beef consumers aged 28+ who are food enthusiasts. The goal was to engage consumers with the Gateway platform, driving them specifically to the World Cuisine section. Ten recipes from the World Cuisine recipe collection were selected, and several video shorts were deployed across digital advertising platforms to gain audience exposure and engagement. The effort gained 3.9 million impressions and 119,000 clicks and achieved the most engagement at the lowest cost of engagement of any previous Canada Beef digital campaign effort to date. The Influencer outreach portion of the campaign involved working with eight of the 10 recipe content creators to promote their World Cuisine recipe content. Each influencer posted four Instagram posts and stories and four Facebook posts to their audiences. This tactic allowed Canada Beef to reach its social media platform audiences and bring them to the Canada Beef social media platforms and the Gateway content. One top influencer reported 19,000 views on average for the four recipes she promoted with each video linked to the Gateway to reach the recipe. Back to main page  JOYCE PARSLOW Executive Director, Consumer Marketing |
|
CONTACT US Suite 146, 6715 – 8th Street NE Calgary, AB Canada T2E 7H7 Tel: (403) 275-5890 info@canadabeef.ca canadabeef.ca |
You’re receiving this newsletter because you’ve subscribed to Canada Beef Performs. No longer interested? Forward to a friend? Comments? Email our editor at editor@newsletter.ca © 2024 Canada Beef. All rights reserved. |
|
 |