Remember When

Summer Corn Dogs Promotion

 OVERVIEW

OBJECTIVE: Increase awareness of Foster Farms Corn Dogs among SoCal consumer by reaching
more consumers on social media channels
AD RUN DATE: Beach Day (08/22/17 – 08/28/17) Baby & Sparky 08/03 - 08/28
BUDGET: $200 ($100 each AD)
COST PER RESULT: $2.30

RESULTS

PLATFORM REACH

PAID 93,198

FACEBOOK 8,537
INSTAGRAM 1,485
TWITTER 4,114

TOTAL 107,334

CAMPAIGN COST PER 1,000 TOTAL BUDGET REACH

REACHED
Remember When $2.30 $200 86,832

Feed Your Fandom $2.43 $600 232,877+

NAE New Comfort Food $3.61 $262 72,682

Spicy Chicken & Hominy Soup $2.16 $100 46,379

 July 27th, 2017

Social Media Platforms People Reached

Facebook 1623
Instagram 280
Total 1,903
 Thursday, August 3rd

Social Media Platforms People Reached

Facebook 1550
Instagram 270
Twitter 1064, 1011
Total 3895
 Thursday, August 10th

Social Media Platforms People Reached

Facebook 814

Instagram 296

Total 1110
 Thursday, August 17th

Social Media Platforms People Reached

Facebook 1573
Instagram 301

Total 1874
 Saturday, August 26th

Social Media Platforms People Reached

Facebook 1573

Twitter 1140

Total 2713
 Thursday, August 31st

Social Media Platforms People Reached

Facebook 1404

Instagram 338

Twitter 899

Total 2641
 PAID AD RESULTS

08/22 – 08/28 08/03 – 08/10

Baby & Sparky AD received a lower CPR than the Beach Day Ad. Possible reasons include:
• Audience found the Baby & Sparky Ad endearing and easy to relate with.

• In general, posts that include babies and animals resonate stronger with millennial
moms because its something they can relate with.

The corn dog ads received the 2nd lowest CPR of all Foster Farms ads up to this point. This
means we received the 2nd highest result with the least amount of spend. Reasons for this
include:
Audience positively reacted to the non-promotional material and ads that feel more
human.

Visuals that include family or are people-centric always perform stronger than posts that
are product-focused

#TB and #TBT is something that everyone can relate to. Incorporating #TBT in our
could help break down the preconceived notion many consumers feel against big
corporate brands, by making us appear more human.

Organic posts with young kids received more engagements than posts that didn’t include
young kids.

SUGGESTIONS:
Given the continual decline in organic reach, Foster Farms should consider investing more
dollars into paid social media platforms in order to see substantial results that translate into
in-store and offline activity.

While the Remember When posts could help dismantle preconceived notions consumers have
against Foster Farms as a corporate brand, we need something more consistently that
encourage consumers to trust and choose us.

Remember When organic posts did not incite as much engagement as the Secret Life of Corn
Dogs organic posts. This suggest that consumers still relate strongly to the humorous side of
the brand and this is something we should continue to explore.

Since Corn Dogs continue to be a humorous and light hearted category, we should continue to
explore how Corn Dogs might be used to entertain and engage our consumers so that we stay
top of mind.