Client: Iowa Pork Producers Association (IPPA)
Product: Pork products at retail
Background/Objectives: During the month of October 2018 — National Pork Month — IPPA was focused on creating a new brand, along with an integrated communication plan that was coordinated with major Iowa retailers to drive sales.
Challenge: There were numerous immediate challenges including budget and time constraints. We also had the task of creating communications to keep IPPA members informed and engaged in the effort, during a period when they were experiencing lower market values for their animals and some felt marketing expenditures were wasteful.
Strategy: Create a brand that would connect with Iowa consumers and have strong stopping power in order to promote pork, pork recipes and incorporate production messaging. The brand was to include a localized Iowa component as an alternative to the national theme, to be utilized across channels and audiences.
Solution: We created a brand and campaign primarily supported by a custom landing page and integrated communication plan that incorporated radio advertising and radio remotes with local retailers, boosted social posts, Facebook canvas ad, custom #Porktober graphics, Snapchat filter and robust social media content calendar, and, in addition, producer-facing print ads.
Facebook: 39 total posts; gained 132 followers; 4,999 total engagement
Twitter: 55 tweets; gained 128 followers; 763 total engagement
Instagram: 17 posts; gained 26 followers; 391 total engagement
Website stats comparing Oct 2018 to Sept 2018:
- Users – 42.27% increase
- New users – 43.18% increase
- Sessions – 43.83% increase
- Number of sessions per user – 1.10% increase
- Pageviews – 50.29% increase
- Pages/session – 4.49% increase
- Avg session duration = 17% increase