Chicken Squad
Challenge
Faced with growing distrust of local farmers and an abundance of confusing information coming from south of the border, a radical strategy was required to turn the tide of misinformation about Canadian poultry.
Solution
Jelly was brought in to help roll out the marketing strategy and target millennials, all in an effort to reinstate trust of local farmers. With the concept of a parody-style online campaign featuring the Real Chicken Farmers of BC, conceptualized by CREW Marketing Partners, Jelly was responsible for spreading the word about the 10-episode video series.
Results
Online Video With stats like 18-35 year-olds make up 90% of online video consumption it was clear that online video would be the core strategy. Social Engagement 92% of mobile video viewers share videos with others, so leveraging social media was key to the success of the videos. A staggered roll-out of the videos with a countdown to the release of the official movie trailer built excitement and anticipation ahead of the launch. Blogger Buzz Bloggers were engaged to cover the campaign, driving social conversations and significantly boosting SEO rankings. A sweepstakes contest gave members of the public the chance to tour a chicken farm and attend the movie premier with bloggers, media personalities, celebrity chefs and local VIPs. Finally, bloggers participated in a virtual Twitter party where chicken farmers answered questions from the public. Print Coverage Chicken Squad received local and international print coverage in Vancouver’s The Province, Chilliwack Times, Modern Agriculture and The International Meat Packing Journal.
Jelly Digital Marketing & PR Agency
We are a high-energy team of go-getters, storytellers, and experts in all things digital who work tirelessly to get your business, product, and message seen and heard by the right people. While social media, PR, and digital advertising are the pillars of our business, it is our unique ability to...
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