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Digital strategy national egg 2011

Review of digital element of a National Promotion for National Egg including KPIs and performance statistics for Social Media, Website traffic, E-Mail Marketing etc.

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Digital strategy national egg 2011

  1. 1. Digital & Social Program 2011
  2. 2. Digital Marketing ObjectivesPrimary¤  Consumer loyalty VS capturing market share¤  More eggs, more frequently
  3. 3. TacticsPrimary¤  Programing and design of entry pages to support the contest and email capture¤  Customer relationship management – no email communications since 2008-2009Secondary¤  Establish a social brand with Social Networks and custom Blog: “Every Day” and support contest¤  Content Marketing maximizing Google search trends; reinforce: “eggs as a healthy option”
  4. 4. Social Channel Blog & Networks Objectives Marketing ¤  Brand Voice: Core values ¤  English and French ¤  Community engagement Contest support ¤  Content Strategy: utility, ¤  Landing pages entertainment, info, rewards, ¤  Entry forms recognition) ¤  Data: Website traffic ¤  Recipes ¤  Request for information ¤  Health & Nutrition ¤  Product information
  5. 5. Website • Landing Page & Contest Entry • Content from e-Blasts & Blog e-Newsletters • Community News E-Blasts • Tactical Call to ActionFacebook • Page - Community • Ad – Web Traffic Twitter • E-Blasts, Content
  6. 6. June July Aug Sept Oct Nov Dec CONTEST E- BLAST WEBSITE
  7. 7. Program Performance
  8. 8. Contest Performance¤ 23,677 Total Opt-in Contest Entries¤ National: English and French¤ Prizes: 46” Sony Bravia 3 LED TV, Disney Winnie The Pooh branded Bedroom Kits
  9. 9. Email MarketingE-Mail Sign-Ups ¤ +7,000 New Opt-Ins¤ 79% Increase VS. previous databaseE-Blasts¤ Average Open Rate: 27% (Industry avg. 18%)¤ Average Click Through: 26% (Industry avg. 20%)
  10. 10. Facebook: Pre-Contest Ad CampaignFacebook Ad Network¤ Average 51 Likes Per Day (30 Day Period)¤ 1,540 Total LikesFacebook Ad Campaign¤ Total Budget: $2,700¤ $1.75 Per Like
  11. 11. Site Traffic: www.nationalegg.comSeptember 15 – December 31, 2011*¤  34,523 Visits (+2366%) VS 1,402¤  122,768 Pages viewed (+3423%) VS 3,485¤  24,547 Visits from Facebook *Google stats compared to previous 3-month period

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