SORGHUM CHECKOFF CONSUMER

Perfect Bowl Campaign

Agriculture Checkoff | Brand Awareness | Consumer Communications

ERC18-108_CaseStudy_USCPConsumerMonth_6.26

BACKGROUND

As the national checkoff organization for sorghum producers, the United Sorghum Checkoff Program works to build a viable, innovative marketplace for its growers including efforts to explore market opportunities.

CHALLENGE

Stay on top of consumer trends and continue to support efforts to expand markets and promote new uses of sorghum. Educate consumers about the benefits of sorghum in an effort to build awareness, familiarity and consideration of sorghum as a consumer food.

SOLUTION

Utilize post-launch research, data, industry trends and learnings to drive promotional efforts and develop efficient consumer programs designed to extend consumer reach. Support activity from Whole Grains Council - Sorghum June Grain of the Month and develop a campaign to leverage popular grain bowl recipes that feature sorghum.

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Allrecipes_mock

SEO was put into place to harness interest in whole grains, recipes, sorghum and other key grains and leverage activity around the Whole Grains Council promotional reports.

Paid social media included a robust content calendar with ads optimized for clicks, interactive ads optimized for engagement and video ads optimized for views. In addition, social plans included a robust canvas experience and social sharing enticements.

A website remarketing pixel tracked visitors and served additional banner advertising to entice consumers to engage further with the campaign.

A fun and engaging consumer quiz/survey was served to visitors at the secondary landing page to encourage consumer sharing on social platforms.

RESULTS

1.45%

click-through rate

The consumer awareness/education campaign met USCP goals by delivering 10x the norm in website sessions, with 88% of traffic designated as new users. Website engagement measures indicated the new audience was qualified, interested and engaged.

The promotional landing page was the top page during the promotion period and 82% of page visitors took a desired action, driving deeper into the site educational materials exploring recipes, nutritional information and “where to buy” information.

USCP_BowlLP

The remarketing efforts, delivering banner ads on sites like myfitnesspal.com, Thekitchn.com and allrecipes.com, drove consumers back to the educational materials provided through a second promotional landing page, with additional opportunities for interested consumers to engage with materials including recipes, blogs and cooking tips.

The targeted digital media campaign efforts delivered over 1.3 million impressions and exceeded prior campaign and industry standard measures for both for search and display advertising click-through rates (CTRs). In addition, total social engagements increased by 257.1% from prior campaigns with average daily users reaching an all-time high during the first 10 days of the campaign.

Post-campaign, the consumer educational website continues to see above norm site sessions and sustained engagement.