|Brand:||Star Ranch Angus® Beef|
|Client:||Tyson Fresh Meats|
How do you beef up (pun intended) a weak digital presence for a strong brand? Star Ranch Angus beef is the well-loved brand of Tyson Fresh Meats, Inc., but it was getting a lukewarm reception on its website and social media sites. What made the challenge even more difficult was the fact that the brand is available only in certain areas of the country and is not considered a national brand.
Facebook – The solution:
Midan Marketing was tasked with increasing engagement on the Star Ranch Angus beef Facebook page, which had formerly been handled internally. Our first tactic was to re-think the brand’s approach to social strategy.
Instead of “doing” social media, we positioned the brand to “become” social by developing fun content to engage the community.
In addition to Facebook posts and targeted Facebook ads, we implemented a weekly giveaway campaign that has become the primary driver of engagement on the brand’s page. The giveaway campaign has generated a dedicated following, with an average of 400 interactions per day, with an all-time high of nearly 1,000 interactions.
We have also used Facebook ads and boosted Facebook posts to maximize our following. We target ads based on geography and interest to ensure we are acquiring fans that will be receptive to our content. We also post content that is designed to spur an action or spark a reaction, which has led to the massive increase in our engagement statistics.
At the end of 2014, we established the brand’s first-ever Pinterest page, and anticipate that this channel will be well received by the Star Ranch Angus beef target audience.
179% increase in Facebook following from June 1, 2014 – December 1, 2014
552% increase in engagement from June 1, 2014 – December 1, 2014
Website – The solution:
Midan employs multiple strategies to drive traffic to the brand website, including Google Pay-Per-Click campaigns that link to specific B2B and B2C pages. We also take advantage of our primary social drivers to push our audience to the website.
During Facebook giveaway week, we ask the audience to visit specific pages and provide the links, in order to enable them to successfully complete the desired task.
In addition to using social outlets, we have optimized content to increase the SEO value.
43% increase in web traffic from January 1, 2014 – October 1, 2014
37% increase in page views from January 1, 2014 – October 1, 2014