Organic, Naturally Different

Transcription

1 Organic, Naturally Different Organic Centre Wales EVALUATION REPORT June-Sept 2012

2 Campaign Overview First burst of activity - w/c 11th June Radio advertising Outdoor advertising Online advertising Presence at events Ongoing activity through social media channels Ongoing media relations press and broadcast

3 Campaign Overview Second burst - w/c 3rd September Radio advertising Outdoor advertising Online advertising Presence at events Ongoing activity through social media channels Ongoing media relations press and broadcast

4 Radio REAL RADIO RADIO CEREDIGION 2 X FOUR WEEK BURSTS CAMPAIGN PERFORMANCE POPULATION 41,000 IMPACTS 158,000 REACH 7,000 REACH (%) 16.5 OTH " COST Cost per reach = 0.13 Cost per reach = 0.016

5 Radio SFX MVO FVO MVO BOTH MUS Garden atmosphere (VO s have cartoony voices) I ve got a joke about leeks But we re sheep So? Dai the leek said to his wife Have you had any treatments lately? And she said Nah, I m not into that, I m organic! Ha ha ha ha Upbeat/Fun ANNO Join the organic evolution! Visit Facebook dot com forward slash organic centre wales for recipes, tips and your chance to win great organic goodies Alteration (Sept): Like us at Facebook dot com forward slash organic centre wales for your chance to win a luxury organic spa break, loads of yummy food hampers and much more!

6 Outdoor - June w/c 11th June - 12 sites MORRISONS ABERYSTWYTH TESCO MOLD TESCO CARDIGAN TESCO CHEPSTOW TESCO LLANDUDNO TESCO PORTHMADOG TESCO BRIDGEND TESCO CARDIFF C-CROSS TESCO PONTARDAWE WAITROSE MONMOUTH WAITROSE ABERGAVENNY WAITROSE MENAI BRIDGE

7 Outdoor - Sept w/c 5th Sept - 13 sites MORRISONS DENBIGH MORRISONS CAERNARFON MORRISONS NEWTOWN MORRISONS NEATH TESCO ABERGELE TESCO PEMBROKE DOCK TESCO ABERDARE TESCO NEATH ABBEY TESCO SWANSEA WAITROSE MONMOUTH WAITROSE ABERGAVENNY WAITROSE MENAI BRIDGE WAITROSE BARRY

8 Other activity

9 Online advertising Golwg ,000 impressions 34 referrals to FB page Cost per visitor: 14 BBC Good Food 62,500 impressions 15 referrals Cost per visitor: 90 TM Behavioural 210,000 impressions 144 referrals (68 WO) Cost per visitor: 10.17

10 Facebook advertising - June 878,111 impressions 230 Clicks 99 Actions 76 page likes 0.026% CTR Spent Cost per visitor: 0.57 Cost per like: 1.69

11 Facebook advertising - Sep 6,478,451 impressions 1,534 Clicks 293 Actions 175 Page likes 0.02% CTR 1,099 Spent Cost per visitor: 0.72 Cost per like: 6.28

12 Social media - Facebook Likes at the beginning of June: 79 Likes at the end of June: 233 Likes at the end of September: 447 Uplift from June: 200% Uplift from start of campaign: 565% Benchmarks: Hybu Cig Cymru - Meat Promotion Wales - 38 likes Calon Wen likes Farmers' Union of Wales likes OMSCo - The Organic Milk Co-operative - 1,211 likes Number of people who have seen any FB content: 379,685 Number of people who have engaged with FB page: 1769 (Unique Users. Over 28 days. Engagement includes any click, post or story created) Best day for engagement: 8th September when 363 unique users engaged with the Page. This was the Saturday after the first week of activity. Unlikes so far: 34

13 Social media - Facebook Competitions: 56 entries to date (44 for Spa break) Spa break competition appeared to drive a good level of click through for the Facebook advert but only 44 entries were received.

14 Social media - Facebook Content themes: True or false Tuesday: Two impartial likes for the first statement, one like for the second statement. Funny food Friday: Banana: Two likes, one share. Tomato: Eleven likes. Banana couple: Twelve likes. Two shares. Lime: Eight likes. Two shares. Summer Frost (blog): Five likes for the August post. Eleven likes for the September post

15 Social media - Twitter Tweets: 210 Followers: 310 Following: 302 Referrals: 20 referrals to FB Klout score: July September - 44 Klout Benchmarks: The Soil Association: 81 Why I Love Organic: 56 Royal Welsh Show: 49

16 Media Relations Set piece releases: Sustainability toolkit launch Campaign launch release Children s survey results / Monmouthshire pilot David Frost blog Campaign phase 2 launch Organic credentials boost export achievement Capestone Organic Poultry

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20 Media relations Interviews, comment opportunities and slots : Farmer s Guardian campaign comment Royal Welsh Spring Fair Dafydd Owen Campaign launch (Radio Wales) Dafydd Owen Campaign launch, FB page (Radio Cymru) Dafydd Owen Organic September (Radio Cymru) Dafydd Owen Stamford survey (Radio Cymru) My Favourite Room (Western Mail) Trends in natural dairy ingredients (FoodBev.com)