CONNECTING WITH CONSUMERS (Ontario) Beefing Up Social Media By Jennifer Kyle, BFO Senior Communications Specialist
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of our audience to follow along and share their own recipes and photos. This has also extended to the people who know Ontario beef the best, which is of course, all of you. Thanks to those who have been playing along, and stay tuned this month to see which of our four burger masters will be named the champion! Once the burger battle wraps up, we will set to work on our second campaign for the year focused on butchers, and we will be putting money behind the promotion of the store locator feature on the Ontario Beef website. We are currently working on giving the page a facelift and while the campaign runs, we will monitor the traffic driven to the locator to get a sense of how it is being used. If you or someone you know would like to be added to the locator, please contact Jennifer at the office. This a great opportunity to take advantage of the increased website traffic! We know that sometimes it is hard to understand the impact of the work Ontario Beef is doing when our efforts are not splashed across every tv, computer, billboard and bus in the province the way some of our other commodity friends’ efforts are. There is that level of “I need to see it to believe it� we can appreciate. As we have said many times, our efforts are very targeted to ensure our money is going towards putting our messaging in front of those potential customers. We are excited about the work we are doing and we love to show it off. Be sure to follow us on social media and visit the ontbeef.ca website regularly to see what we are up to. OB
hile many BFO activities are in limbo as we wait out COVID-19, the consumer engagement strategy continues to roll along. At the beginning of June, we received our bi-monthly social media report. This covered the period of April and May, and the results were impressive. Throughout April and May, we reached more than 1.4 million unique users on our social channels. This is up from 667,000 in the previous two months. Our content received more than 98,000 engagements, and we drove over 7,000 website visits – up from 2,600 in the previous report. Overall, our April and May efforts delivered an efficient “cost per click� of $2.26 (vs. $3.10 from February and March, and $11.58 during the initial Gather Round campaign in December 2019). What this tells us is, most importantly, our content is resonating well with our target audiences. It also tells us the very intentional focus of our dollars is paying off. June saw the kick-off of our first official promotional campaign – the Ontario Beef Burger Battle. As the name suggests this campaign was to get people excited about grilling with Ontario beef. We enlisted the talents of five well-known social media and food influencers to serve as the host and our four competing “Burger Masters� each battling it out to have their take on the “Ultimate Ontario Beef Burger� declared the champion. We created a hub for the battle on our website that houses the videos and recipes from each of our four burger masters. There has also been a sub-campaign happening simultaneously to engage the rest
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ON TA R IO BEEF • AU GU ST 2020
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