CARAWAY FOODS
JUNE 2022
phase 4 campaign report OBJECTIVE 1: ENGAGE THE PUBLIC THROUGH MORE PERSONALIZED CONTENT OBJECTIVE 2: EXPAND CARAWAY FOODS ONTO FURTHER SOCIAL MEDIA PLATFORMS TO INCREASE AWARENESS
TARGET KEY RESULTS - Increase social media followers on new and old platforms by 10% - Increase website visits by 10% - Grow average video watch time and CTR by at least 0.5% - Increase subscriptions to daily newsletters by 5%
CAMPAIGN REPORT
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JUNE 2022
02
SOCIAL MEDIA FOLLOWERS
There was a significant strong and steady follower increase in followers throughout all three provinces, reaching the goal of at least a 15% increase.
Quebec: 13% Ontario: 10% BC: 13% WEBSITE VISITS
There was strong growth in the overall website visits, but the target for Quebec was not hit. Overall, this was successful.
Quebec: 8% Ontario: 13% BC: 12%
CAMPAIGN REPORT
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JUNE 2022
03
VIDEO COMPLETION
The goal of increasing video watch time rates on the Caraway Foods website was successful due to the linkage of videos on social media. BC saw the strongest increase, but Quebec & Ontario garnered more video clicks.
Quebec: 0.5% Ontario: 0.6% BC: 1% NEWSLETTER SUBSCRIPTIONS
Newsletter subscriptions were successfully and significantly increased, surpassing the target percentage. In P3, this category struggled to gain attention.
Quebec: 10 % Ontario: 12 % BC:13%
CAMPAIGN REPORT
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04
JUNE 2022
ADVERTISEMENT BUDGET
The spend on advertisements in P3 was largely uneven, with most spending allocated to Ontario. In P4, spending is more equal, taking some considerations into account. $250,000
$200,000
P3
$150,000
$100,000
$50,000
$0
Ontario
Quebec
BC
$200,000
$150,000
P4
$100,000
$50,000
$0
Ontario
Quebec
BC
CAMPAIGN REPORT
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JUNE 2022
07
CAMPAIGN OVERVIEW & CONCLUSION WHAT DID WE ACHIEVE?
This campaign was successful in reaching all 4 targets, garnering an increase in followers, video completion, watch time, and news letter subscription. Spreading out the advertisement spending across all provinces almost equally, contributed to the success. Quebec was the lowest in P3, so we made it a little bit higher in P4, and decreased Ontario's spending. In turn, we still witnessed a positive increase in Ontario's numbers, pointing to the fact that the spending was exaggerated. Focusing on social media garnered an overall increase in other categories, as they were often linked to social media accounts. The engaging content that linked videos brought about not only longer watch times, but also more website visits. The strong increase of over 10% in newsletter subscriptions is a highlight as this was an area that struggled in P3. Newsletter subscriptions are signed up for through the website, so when comparing the number of subscribers to the number of website visitors per day, over 8% of them were subscribing. This increase points towards not only high awareness, but also engagement.
HOW WAS THIS POSSIBLE? Through the analyzation of the Caraway Foods data, we were able to identify both inconsistencies and opportunities within its online presence. Those aspects were built upon through a 12 week long campaign that was highly focused on the objectives of garnering online engagement and awareness. A strategy to achieve the mentioned objectives was implemented that disseminated a number of highly engaging content, the creation of new social media platforms, and the publishing of several advertisements throughout different digital platforms.
THANK YOU