FEED YOUR FANDOM

FOSTER FARMS
 OVERVIEW

BUDGET: $0 TIMING: 09/11 – 12/15

TOTAL COST: $900 TOTAL CPR: $2.36 OBJECTIVE: Audience Reach
REACH IMPRESSIONS

FACEBOOK & INSTAGRAM AD 251, 095 396,459

BOOSTED POSTS 9,298 12,886

FACEBOOK ORGANIC 123,495 N/A

INSTAGRAM ORGANIC 2644 N/A

TWITTER ORGANIC N/A 91,536

TOTAL 386,532 500, 881

TOP-PERFORMING POSTS
 OVERVIEW

COST PER 1,000 IMPRESSIONS

$4.00

$3.50

$3.00

$2.50

$2.00

$1.50

$1.00

$0.50

$0.00
Touchdown Stadium Field Deli Field Goal Feed Your NAE New Remember Hominy Soup
Dance Goal Fandom Comfort When
Average

CAMPAIGN COST PER COST PER TOTAL BUDGET REACH IMPRESSIONS

1,000 1,000
REACHED IMPRESSIONS

Touchdown $2.88 $2.64 $300 104,187 113,820

Dance
Stadium Field $2.50 $2.03 $300 119,897 147,944
Goal
Deli Meat Field $2.36 $2.32 $300 127,154 134,695
Goal
Feed Your $2.58 $2.36 $900 117,079 132,153
Fandom
Average
NAE New $3.61 $3.49 $262.02 72, 682 75, 037
Comfort Food
Remember $2.30 $2.08 $200 86,832 95,968
When
Hominy Soup $2.16 $2.12 $100 46, 379 47,141
Recipe
 ORGANIC POSTS OVERVIEW

• Organic posts shared by third parties such as Safeway & 49ers received
the highest amount of engagement and reach over all other organic
posts. This is because the post was shared to a bigger audience pool.

• The visual and promotional nature of the Feed Your Fandom posts did
little to incite audience interaction. The Foster Farms audience
continues to respond better to live and natural posts over promotional
messaging.

• The number of people who liked our Facebook page increased during
the promotional period, but decreased as soon as the campaign ended.

• The NFL controversy that took place during the promotion incited
negative feedback on a few posts and could also account for lower
levels of engagement and fan involvement.

• The number of likes prior to the campaign was 152,444 but dropped to
151,934 at the end. Low levels of audience engagements suggest that
the promotion did little to nurture a loyal fan base. The amount of
people who “liked us” during the campaign was outnumbered by the
number of people who “unliked” us. Our association with the NFL likely
played a role in this decline. It’s also probable that our audience is
unable to emotionally connect with our brand because many posts are
promotionally driven.
 OVERVIEW

• Competing messages from other companies during the campaign may

have increased overall ad pricing. Since we ran the ads during the
holidays, a time of the year that’s impacted, we likely paid more to
achieve results.

• Posts that include packages shots and are visually promotional perform
well on Twitter when coupled with the appropriate hashtags.

• Facebook recently revealed that they are making an algorithm change

that will deprioritize business page posts even more.

• This new algorithm change will focus on posts shared by individual

accounts, not business accounts. This will force businesses to be more
strategic and intentional about their messaging. Basically, Facebook is
cracking down on posts and content that do not inspire, engage or thrill
the consumer.

• Posts that naturally (without click bait) inspire engagement (comments

and shares) will be prioritized over posts that don't receive high
engagement.
FACEBOOK
ADS &
BOOSTED
POSTS
OVERVIEW
ADS

Results 104,187
Reach 104, 187
Impressions 113,820
Costs Per Result $2.88
Cost Per Impressions $2.64
Result Rate 96.86%
Post Reactions 68
Social Reach 7,644
Social Impressions 8, 513
Video Average Watch Time 2
Positive Feedback High
Negative Feedback Low
Relevance Score 7

3-Second Video Views 13, 592

Link Clicks 114
Date 11/20 – 11/30
Results 119, 897
Reach 119, 897
Impressions 147, 944
Costs Per Result $2.50
Cost Per Impressions $2.03
Post Reactions 68
Result Rate 81.04%
Social Reach 1,728
Social Impressions 2,345
Video Average Watch Time 2
Positive Feedback Medium
Negative Feedback Low
Relevance Score 7
3-Second Video Views 18, 902
Link Clicks 51
Date 11/05 – 11/19
Results 127,154
Reach 127, 154
Impressions 134, 695
Costs Per Result $2.36
Cost Per Impressions $2.23
Result Rate 94.40%
People Taking Action 23,568
Post Reactions 45
Social Reach 17,600
Social Impressions 18,339
Video Average Watch Time 2
Positive Feedback High
Negative Feedback Low
Relevance Score 7

3-Second Video Views 25,782

Link Clicks 80
Date 10/11 – 10/25
BOOSTED POSTS

POST 1 POST 2
TOTAL 6,654 6232
REACH
PAID 4801 4232
REACH
ORGANIC 1869 1700
REACH
VIDEO 6477 N/A
VIEWS
ENGAGE 6133 33
MENTS
LINK 6 7
CLICKS
COMME 0 2
NT
SHARE 4 1
Cost $100 $100
 PAID ADS OVERVIEW

Snack Stadium Ad

• The Snack Stadiums ad feedback had the highest amount of

impressions of all three ads.
• It cost $2.03 for every 1,000 persons reached.
• The Snack Stadium had the lowest cost per result. This means Foster
Farms spent the least amount of money to receive the highest
amount of results
• This ad had the second-highest reach of all ads.

Football Sandwich Ad

•This ad reached the highest number of people compared to other ads.

• It cost $2.36 for every 1,000 persons reached.
• Although optimized for reach, this video had the highest amount of 3+
second video views.

Touchdown Dance

• The Touchdown Dance ad was optimized for “Reach” so that it could

receive the highest amount of views for every dollar spent.

• The ad received the highest click-through rate but Ad received the

lowest amount of impressions for dollar amount despite receiving
higher engagement than first ad.

• $2.88 was spent for every 1,000 persons reached.

RECOMMENDATIONS
 Recommendations

• Create more posts that include live imagery and live in-the-moment
posts.

• Completely remove or minimize large package shots from organic

promotional posts on Facebook and Instagram because the audience
does not respond well to that visual approach.

• Only incorporate package shots within paid video ads, or organic videos
that are coupled with other strong imagery and a funny and/or
engaging tone.

• Create fewer posts if necessary, and higher-quality content with the

sole purpose of getting consumers to engage and comment on posts.

• Continue to create informative videos that share fun recipe tips, party
planning ideas and other creative ideas to get people excited about the
experience.

• Because Mommy Bloggers are more trusted by consumers than brands,

it’s better to leave majority of promotional messaging with the
bloggers. We could curate their organic content on our channels, so
that it’s coming from “their voice,” and not just a brand voice.

• Foster Farms organic content should have minimal promotional

messaging (except within an ad) and highlight fun experiences and
ways to give consumers added value.
ORGANIC
POSTS
 Reach
Facebook 63,737
Instagram 350
Twitter N/A
Facebook 3,136
Instagram 381
Twitter 1,027
Facebook 1,586
Instagram 295
Twitter 984, 1019
Facebook 2867
Instagram 346
Twitter 960 , 1615
Facebook 1730
Instagram 338
Twitter 1,608, 1578, 1756
Facebook 6232
Instagram 346
Twitter 1801, 1831
Facebook 9665
Instagram 301
Twitter 7593, 9005
Facebook 13,720
Instagram 287
Twitter 1591, 1632
Facebook 11360
Instagram N/A
Twitter 1868
Facebook 1,789
Instagram N/A
Twitter 1525, 2490, 1954
Facebook 2528
Instagram N/A
Twitter N/A
TWITTER POSTS