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Beef Checkoff Digital Advertising Achieved 81 million Impressions Last Year
By: Patti Brumbach
When people think of digital advertising, social media giant Facebook comes to mind. But when investing your Beef Checkoff resources in digital advertising, Facebook is just a small part of our marketing mix. In fact, during the 2019-20 fiscal year, our focus was on sharing beef messages, mostly via videos, on a wide variety of digital platforms.
Whether we ran ads on YouTube, Pandora, Facebook, Instagram, streaming television, mobile devices and even in movie theaters, last year we reached millennial consumers with messages about beef and responsible beef production 81 million times! In fact, our videos were viewed 10.6 million times and consumers clicked on our website links to learn more over 234,000 times.
Over half of our advertising budget focused
on reassuring consumers that beef farmers and ranchers are capable caregivers of their cattle and the environment. This was done primarily by sharing very engaging videos featuring local ranchers discussing upcycling, Beef Quality Assurance, and environmental stewardship on YouTube. We also challenged misinformation by promoting our facts within news content that consumers viewed while scrolling online.
Promoting delicious beef recipes and quality
beef to consumers was the focus of 25% of our advertising budget. These ads were served on
the big screen via streaming television and on Facebook and Instagram throughout the year. We even promoted rotisserie prime rib for the holidays in movie theaters statewide and followed up with consumers after the show with links to our recipes at BeefItsWhatsforDinner.com. Grocery shoppers were targeted on their loyalty club cards with special offers on corned beef leading up to St. Patrick’s Day rounding out our digital advertising campaign.
Sharing factual information about beef ’s role in a healthy diet comprised the final 25% of our advertising budget. Whether it was sharing the nutritional benefits of beef over alternative proteins or simply
reminding soccer moms that beef has the nutrients to fuel their active families, your Checkoff advertising dollars were working around the clock.
Paid digital advertising is only part of our strategy to reach consumers with information about the people, protein and pleasure that makes beef the number one protein. Our earned (unpaid) social media campaign is ongoing throughout the year where we have over 40,000 regular followers on Facebook, Instagram, Twitter, and Pinterest combined.
For more information about your Beef Checkoff investment call us at 206.444.2902 or e-mail us
at pbrumbach@wabeef.org. Visit wabeef.org or beefitswhatsfordinner.com to learn more about other Checkoff-funded promotions. Follow this and all our activities targeting millennial consumers on social media at Facebook.com/WABeef, Twitter@wabeef, YouTube@WABeef, Instagram@WABeefLove or pinterest.com/beef/.
Ketch Pen www.washingtoncattlemen.org
September 2020