Millennials initiate more than five million online food-related searches each day, and just 12 weeks into the Beef checkoff's new campaign focused on the younger generation, digital engagement is growing.
The "Beef. Its What's For Dinner." website reached more than 1 million consumers during the first 12 weeks of the campaign; the five "no-recipe recipe" YouTube videos on the site were viewed 1.5 million times; and associated social-media sites hosted a total of 434,000 engagements, the checkoff said.
"Our checkoff's digital advertising program is where the consumers are, across the entire U.S., ensuring beef's visibility in the marketplace," says Terri Carstensen, chairwoman of the checkoff's Domestic Consumer Preference Committee.
"The exciting part is that we are showing consumers they don't have to sacrifice taste or nutrition for convenience," she said. "We continue to engage consumers during their moments of meal planning, inspiration and decision-making, and results show we're having an impact and that every interaction matters. Digital/social media is such a great tool because it is available 24/7."
State beef councils using digital platforms from the national media buys included: Illinois, Iowa, Kansas, Missouri, Nebraska, Oklahoma, Texas and Utah. Participating states used digital media, such as Facebook and paid Google search advertising to share positive beef messages with millennials.
The new campaign helps the checkoff get to know beef's targeted consumers better. According to the checkoff, 80% of customers eat beef at least once a week and they're visiting the checkoff-funded "Beef. It's What's For Dinner." site for recipes and beef cooking techniques.
"At the end of the day, the checkoff aims to shift consumers' perceptions of beef," Carstensen said. "What the data shows is that 97% of consumers have positive opinions about beef after visiting the site.
"That's a result to be proud of," she said.
Source: Beef checkoff