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 #MyCanadianBeef campaign refresh  As the #MyCanadianBeef campaign entered its third year it was time for an update on this successful program. The campaign features advocates and influencers sharing their Canadian beef stories with consumers and followers and runs until March 31, 2023.The website and all digital touchpoints of the campaign received a creative refresh designed to keep it current and to continue to capture audience attention. Beef Advocates  Canada Beef expanded the Beef Advocacy program to include Canadians from different ethnic backgrounds sharing their food traditions. These new Beef Advocates promoted global cuisine recipes as part of the campaign. The ad creative highlighted these influencers alongside the recipes, keeping copy short and on point. The ad linked to the #mycanadianbeef page featuring the Beef Advocate with a video showing them preparing the recipe. The digital ads were shown on a number of platforms including the Google Display Network, Google Search, Spotify, and social media platforms such as Facebook, Instagram, Tiktok and Pinterest. Beef Advocates Christina Chow (@cookingwithchow): Chinese Hot Pot & Beef Bulgogi Dumplings Chef Walter (@chefwalty): Glazed Braised Beef Tara Omidvar (@madeofsugarandsaffron): Middle Eastern Kofteh Rizeh Palin Chongchitnant (@hotthaikitchen): Thai Beef Stir-Fry Chef Raquel Fox (@islandgurlfoods): Caribbean Guava BBQ Beef Ribs Fareen (@foodmammacom): Crispy Beef Samosas In addition to the ad campaign, Canada Beef engaged with these Canadian Beef Advocates to create new content to broadcast on their own social media platforms including Instagram reels and Instagram live. Promoting the Canadian Beef Information Gateway (Gateway) was an important component of this campaign. In addition to sharing beef stories and recipes, Beef Advocates were asked to direct their audiences to the Gateway section of the Canada Beef website. Working with influencers to promote the Gateway Canada Beef engaged with 10-12 influencers across the country to help bring awareness to the Gateway. Each influencer chose a cut of beef and recipe from the Gateway platform to promote on their respective Instagram feeds. The content is then featured on all influencers’ main feeds and accompanied by stories. The following influencer content is live—click on the links to view the content.
 TV Segments Beef Advocates Ted Reader and Sage Watson worked to develop two Gym TV segments (Gym TV is video content developed specifically to be played at gym and sports facilities) focused on driving people to the Gateway. Canadian Beef Advocate Chef Raquel Fox shared the secret to her perfect Canadian beef ribs in time for the Caribana Festival via a broadcast media segment and social media post. Her segment also drove viewers to the Gateway on air.  Placed Articles In addition to advertising and social media content, the campaign included placing articles written by respected authors in well-read online publications. Daily Hive Increased violation of Canadian farms leads to safety concerns for animals and public Beef Advocate, Christine Lee-McNaughton, provided insight into how an increase in vandalism on their Manitoulin Island farm is posing safety concerns to both people and their livestock.  Narcity Dr. Jennifer Aalhus shares her take on the importance of fat in food from a culinary perspective. This was one of the most well-read articles published on Narcity. Time spent reading the article ‘We Spoke to a Meat Scientist & This is the Key to Perfectly Cooked Beef Every Time’ was 4 minutes, 38 seconds compared to their average reading time of 1 minute 30 seconds. Campaign Performance Since the beginning of the current fiscal year, the campaign has seen over 25 million ad views which resulted in 141,963 clicks to the website. Of this, over 1.3 million ad views were a result of search advertisements on search engines such as Google or Bing, and over 4 million ad views were generated from social advertisements on platforms such as Facebook, Instagram Tiktok and Pinterest. Around 20 million ad views resulted from hyper-display ads shown on specific websites and media platforms that targeted our audiences. At the end of September, this campaign resulted in over 24,257 conversions, such as taking specific actions on the website like viewing a story, reading a recipe or clicking on particular buttons via the digital advertisement. At the beginning of this initiative, key performance indicators were set to measure the success of each platform by industry standards. Google and Bing search advertisements consistently performed and met or exceeded our industry benchmark of a 2% click-through rate. Social media advertisements had 6x more click-throughs than the industry benchmark of 0.30%. Finally, the hyper display advertisements had 2x more click-throughs than the industry benchmark of 0.10%. Refreshing the campaign to include world cuisine has proven popular with Canada Beef’s target audience providing more opportunities to encourage users to visit the Gateway. Back to main page  JOYCE PARSLOW Executive Director, Consumer Marketing |
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