2014 Beef Checkoff Annual Report - Page 6

PROMOTION In 2014, checkoff-funded programs funded through the “Promotion” budget category focused on providing consumers with the information they wanted about beef, when they wanted it and how they wanted it delivered. Engaging Social Media In a social media landscape where consumers have to navigate competing “noise” every day, the checkoff reached consumers with beef information like never before. Our efforts led to more than 1 million engagements —­ likes, shares, views and retweets —­on the “Beef. It’s What’s For Dinner” Facebook and Twitter pages. The paid advertising promoting those posts separately engaged more than 450,000 individual Facebook users with checkoff content and recipes and drove more than 14,000 additional interactions on Twitter. These efforts help keep beef top-of-mind and provide daily inspiration for consumers to purchase, prepare and enjoy beef more. Sizzling Digital Advertising Campaign The checkoff’s new digital advertising campaign wrapped up its first full year, and the results were beyond expectations: • Educated millions of consumers — especially the key target market of millennials (born between 1980 and 2000) — about beef taste, nutrition and ease-of-use • 733 million ad impressions • More than 3.6 million page views on BeefItsWhatsForDinner.com • More than 5 million views of the checkoff’s new “No-Recipe Recipe” videos Promoting Veal The checkoff’s 2014 launch of the new easy-to-navigate, recipe-focused and mobile-responsive Veal Made Easy.com provides an integrated veal-promotion hub. On-pack labels, traditional and digital advertising campaigns and social-media properties drove consumers to the website for veal recipes and other information. In a separate promotion, the checkoff worked with the Connecticut-based restaurant chain Rizzuto’s to launch the new VLT (Veal-Lettuce-Tomato) sandwich. Veal marketing efforts with beef retailers boosted veal sales at more than 1,700 participating stores during two themed promotions in January (Eat Better Eat V