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Canada Beef Video Content Marketing • Case Study

FOOD & BEVERAGE – B2C EXTERNAL COMMUNICATION – FYL & CUSTOM VIDEO

 

THE COMPANY

Canada Beef is an independent national organization representing the marketing and promotion of the Canadian cattle and beef industry worldwide. Canada beef is produced with care by ranch and farm families from the West coast, Rocky Mountains, across the open prairies, into the Eastern Provinces and the Atlantic regions.

THE CHALLENGE

To connect with parents and young people, showing them how to create budget wise, wholesome beef recipes with multiple meal options.

THE STRATEGY

Canada Beef partnered with Fifth Story to develop a multi-platform branded content campaign, including ten custom recipe video content segments leveraged across paid, earned, shared and owned channels.

The cornerstone of the program included an integrated video segment in a half-hour lifestyle show, For Your Life, that aired on Food Network, HGTV, Slice, Showcase, CHCH and CHEK in paid time on weekend mornings. The program included a :30 TV spot airing on the above mentioned specialty channels, social media campaigns on YouTube and Facebook, and native advertising.

The ten engaging recipe videos, highlighting the ways to cook various cuts of beef, are highlighted on the Yummy Lunch Club Blog in a series called Make Once Eat Twice. These short, easily shared videos have been repurposed across social and digital media and have been amplified in a Facebook campaign.

THE RESULTS

This was Canada Beef’s first time participating in Fifth Story’s For Your Life program. The fall 2015 For Your Life campaign successfully raised awareness of Canada Beef through a combination of television, online, and social exposure.

National, local and specialized websites and blogs across Canada including – Yahoo, iTunes Podcast and Dailymotion – picked up the online video. Earned media results were measured using Media Relations Rating Points (MRP®), Canada’s industry standard for earned media measurement. To date, Canada Beef’s online video has received over 3,000 YouTube & Facebook Video views.

The ten engaging recipe videos achieved a total campaign reach of over 1.6 million on social channels.

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