The Minnesota Pork Board had an established, active and content-driven social media presence. Unfortunately, the audience was largely limited to direct stakeholders. We were given the opportunity to broaden MPB’s social reach to Minnesota consumers.
Over the course of six months AdFarm created a social campaign utilizing the 2 things audiences loved most; watching baseball and cooking pork.
The campaign was simple. Using a contest with an irresistible grand prize (a VIP party at a Minnesota Twins baseball game) we invited consumers to take a picture of their favorite pork dish and upload it with the recipe for people to vote on. The recipes were judged by the head chef of the Twins baseball club.
It was a homerun – AdFarm delivered a 69% better than average on cost-per-like (4,818
new likes at $0.31 per like) Both Twitter and Facebook performed well throughout the campaign with near 200% increase in activity in both channels.