Easter 2017 Digital Campaign

Iowa Egg Council

The Project

The Iowa Egg Council (IEC) is a statewide non-profit commodity organization representing Iowa’s egg farmers. IEC’s mission is to increase consumption of eggs through promotion, education, and research. IEC wanted to connect with moms during the busy Easter season to provide information on egg farming and egg nutrition, safety and cooking. Iowa is the No. 1 egg-producing state in the country.

Inspire worked with IEC on an Easter social media and blogger engagement campaign. By leveraging the Easter season, IEC had the opportunity to significantly grow its Facebook followers and reach and educate thousands of Iowa consumers.

Inspire launched an Easter sweepstakes on IEC’s Facebook page, which awarded one Facebook fan a $200 grocery gift card to buy ingredients for their Easter feast, including Iowa eggs. To enter, Facebook users had to first “like” the IEC page. The sweepstakes was promoted using Facebook advertising, which helped to increase entries and page likes.

Inspire developed strategic social media content for IEC's Facebook, Twitter and Instagram posts for the month before Easter. Eight graphics were developed for use in the social media campaign featuring facts and common questions about eggs. 

Inspire also coordinated partnerships with three prominent Iowa food bloggers for IEC, who developed and shared creative, egg-inspired recipes for using leftover Easter eggs. The bloggers integrated messages about egg safety, cooking and nutrition into their posts with the recipes and shared them ahead of Easter. 

Inspire used highly-targeted Facebook and Twitter advertising to promote the sweepstakes and key Facebook content, including the graphics, blogger recipes and videos IEC provided, to Iowa moms.

The Results

  • About 2,000 new fans were added to IEC’s Facebook page and 200 new followers added to its Twitter account in one month.
  • The sweepstakes received 3,500 entries, with most opting in to received future news and promotions from IEC.
  • The sweepstakes was key in adding new fans to the page, and the post promoting it was the top-performing Facebook post of the campaign. Many people engaged with the posts and commented with what they would buy with the gift card and how they were using/eating eggs for Easter.
  • Content shared on Facebook received 491 comments, 6,663 likes and 1,224 shares in one month.
  • Tweets shared by IEC received 210 retweets, 430 favorites and had 550 link clicks.
  • Some of the highest-performing posts on Facebook were the fact graphics that Inspire helped to develop for the Easter campaign, which were shared with posts containing more information or links additional resources.
  • There were 71,140 views of video content on Facebook and Twitter, including a combined 45,000 views of a video featuring Iowa egg farmer Bruce Dooyema, proving fans were interested in knowing where eggs come from and who produces them.
  • The three recipe posts developed by the Iowa bloggers were viewed an estimated 14,400 times by 121,000 potential readers and were shared on social media about 1,400 times.