CONDUIT DIGITAL MARKETING CASE STUDY
STATE-WIDE BEEF COUNCIL
A statewide Beef Council, a producer-directed not-for-profit organization whose purpose of the Council is to fund beef promotion, research, and consumer education activities supporting the state’s $2.1 billion beef industry. They engaged Conduit Digital to drive awareness and engagement among its core target audience.
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THE CHALLENGE
Working within strict budgetary confines, the Conduit Social Team was challenged to drive mass awareness for the client while maximizing audience engagement at each available opportunity. Meeting these requirements inspired us to dig deeper into our creativity and platform knowledge to deliver results.
A Glimpse of the Results
FOLLOWERS ADDED
IN YEAR ONE
22,283
SHARED
POSTS
5,671
GREATER TIME-SITE VIA
PROGRAMMATIC DISPLAY
35x
CLICK-TO-OPEN
RATE
10.85%
AROUND SINCE 2009...
WITH 2,000 FOLLOWERS
The state this client was located in has a population of roughly 6,000,000 people, and in seven full years since the creation of their page, they had a following of ~2,000 people. The client wanted to significantly increase their following in a quick manner and challenged us to grow their followers by 5x to > 10,000 by the end of the year (wait until you see the results!)
REQUIRED TRUSTWORTHY REPORTING
The report to the right is a sample of the year-end report the client received from the previous year from their previous agency. The agency touted a Click-Through-Rate in excess of .20%, however, when you run the numbers you see the CTR is significantly higher than it should be, not only in the totals but in the supporting data as well.
4,000 SESSIONS...2 SECOND VISITS
The previous agency drove a ~5,000 sessions during the previous year, however, a deeper dive within Google Analytics revealed that the average time-on-site from their source was 2 Seconds. This was 54.5X worse than their overall average time-on-site of 1 Minute and 47 Seconds. They needed to drive traffic to their site who was interested in engaging with their content and learning more about their message.
OBJECTIVE 1
DRIVE SOCIAL LIKES
We started by reviewing the client’s existing social efforts. After noticing a pattern of infrequent posting, content that didn’t drive engagement, and slow organic growth, we decided to implement an approach where we posted regularly with content that ranged from helpful recipes to humorous visuals.
To engage the audience, we implemented a Share the Recipe campaign. This allowed the client to showcase many delicious beef recipes to promote their unique value to their community.
OBJECTIVE 2
DRIVE ENGAGED WEBSITE TRAFFIC
The client was driving significant traffic to their website, but the overwhelming majority of these sessions bounced. We decided to align our social strategy with the right messaging on the website to direct visitors to relevant pages.
THE SOLUTION
CONDUIT DIGITAL
WATCH THE TEAM THAT RAN THIS CAMPAIGN DISCUSS STRATEGY & PERFORMANCE!
THE STRATEGY THAT SIZZLED
By overhauling their social strategy, we were able to create sizzle-worthy results that added spice to their organic presence and sparked a flame with their audience.
OBJECTIVE 1
DRIVE SOCIAL LIKES
Our Social Team took inspiration from popular social media accounts like “Tasty” and decided to combine helpfulness and humor to promote the client’s mouth-watering beef recipes. We implemented a Like Page CTA ad format along with eye-catching creatives to drive traffic and likes for their social pages.
OBJECTIVE 2
DRIVE ENGAGED WEBSITE TRAFFIC
As you saw in the challenge portion of this case study, the client was driving significant traffic to their website, but the majority of these sessions bounced.
To increase engagement, we brought in Programmatic Display and Email Marketing for this part of the campaign to drive site traffic and reach more audience members at the top of the funnel.
THE RESULTS
The results of this campaign were as hot as the grill in this video. Not only did our team collectively accomplish all of the client's annual goals, but their primary KPI was exceeded in the first month of the campaign!
OBJECTIVE 1
DRIVE SOCIAL LIKES
The best performing ads in this campaign were the Share The Recipe videos that we had included as the first campaign in our proposal!
12,342
POST REACTIONS
5,671
SHARED POSTS
1,007
POST COMMENTS
22,283
FOLLOWERS ADDED
IN YEAR ONE
OBJECTIVE 2
DRIVE WEBSITE ENGAGEMENT
The whitelisting campaign for Programmatic Display not only produced more sessions and doubled the click-through rate from the previous year, but the users who clicked our ad stayed on the site thirty-five times longer than the previous year!
2X
HIGHER CTR
35X
GREATER TIME-ON-SITE VIA PROGRAMMATIC DISPLAY
10.85%
CLICK-TO-OPEN RATE