#OhioTalksTurkey Thanksgiving 2017 Digital Campaign

Ohio Poultry Association

The Project

Recognizing that consumers have many questions about turkey farming, preparation, cooking and nutrition during the Thanksgiving season, Inspire worked with the Ohio Poultry Association (OPA) to launch a digital campaign designed to leverage this key time of year to educate and engage target audiences. 

The Thanksgiving campaign, which began Nov. 1 and ran through Thanksgiving Day, targeted Ohio moms aged 25-54, who represent a population that is often generations removed from the farm but is also generally the primary decision-maker in the household when it comes to food purchases and choosing what to serve their families.

The goals of the campaign included driving traffic to pages on OPA’s website related to Thanksgiving, adding new fans and followers to OPA’s social media channels, leveraging Ohio food, mom and lifestyle bloggers to share information related to turkey farming, safety, cooking and nutrition with their large networks of engaged followers.

To help achieve those goals, Inspire developed engaging social media content to share on OPA’s Facebook, Twitter and Instagram accounts and used targeted social advertising campaigns to promote content across platforms during the Thanksgiving season.

A Thanksgiving sweepstakes was hosted on OPA’S Facebook page, where users were encouraged to like the OPA Facebook page and then enter to win a $200 gift card to spend on the ingredients for a Thanksgiving feast, including the turkey. Email addresses were also collected through this promotion to use in future correspondence.

Five recipe posts were shared by Ohio food, mom and family bloggers on their sites for Thanksgiving, with information about turkey farming, safety, cooking and nutrition. Two prominent Ohio food bloggers to developed turkey leftovers recipes to also add to OPA’s website, and one of the food bloggers did a Facebook Live segment during which she shared information about turkey as she prepared her Thanksgiving leftovers casserole.

The bloggers were also invited to co-host an #OhioTalksTurkey Twitter party on Nov. 15, 2017, where OPA answered common questions around turkey preparation and nutrition ahead of Thanksgiving and also shared the bloggers’ recipes.

An e-blast was sent to 8,600 subscribers with links to content on OPA’s website and social media.

The Results

  • During the three-week campaign, 1,900 new fans were added to the OPA Facebook page, and content received 7,678 likes, 1,773 shares and 675 comments.
  • The Thanksgiving sweepstakes received 6,800 entries, 604 shares and 16,400 visits. Combined, Facebook, Pinterest and Instagram ads drove about 12,000 visits to OPA’s website in November.
  • The #OhioTalksTurkey hashtag used for the Twitter party was used in close to 5,000 posts, which included about 294 tweets, with 1,480 retweets and 3,226 replies, by about 125 people, with a reach of about 192,400 and possible exposure of 3.1 million impressions. The average contributor tweeted about 40 times. The #OhioTalksTurkey hashtag was trending in Columbus, Ohio during the party. During the day of the party, the engagement rate on the @OhioEggFarmers account was 11.2 percent and there were 835 link clicks and 4,000 favorites. Also, about 100 new followers were added on Twitter the week of the party.
  • The five recipe posts shared by Ohio food and family bloggers on their sites for Thanksgiving received an estimated 10,300 views by 108,000 readers and 500 social shares. The blogger’s Facebook Live received 8,331 views, 116 reactions, 40 shares and 467 comments. Two food blogger recipe videos shared to OPA’s Facebook page received a combined 46,000 views and 261 shares.
  • The Thanksgiving e-blast received a 15.7 percent open rate and a 25.7 percent click-through rate.