Beef Staying Relevant in the Digital Age | Checkoff Chat

Beef Staying Relevant in the Digital Age | Checkoff Chat

The 30 Day Protein Challenge is one example of the Beef Checkoff digital promotion efforts. Click here to learn more.

Q: Is the beef checkoff staying relevant in this digital age?

A: You bet. For example, in 2006 the Beef Checkoff was delivering beef enjoyment messages to consumers through a checkoff-funded national radio and print advertising campaign that reached 96 percent of targeted adults more than 18 times at a cost-per-impression of less than a penny.

Fast forward to the launch of the Beef Checkoff digital campaign in April 2014 to the end of the fiscal year, the new Checkoff digital advertising campaign has motivated over 1,700,000 consumers to visit the checkoff website, viewing over 3,500,000 web pages worth of beef tips, cooking techniques, nutritional information and recipes. This marks a dramatic increase in visitors to the site, rising 360% in terms of number of consumers and pages viewed compared to FY13 figures.  As a result, the “Beef. It’s What’s For Dinner.” website is now the Checkoff’s most important avenue for disseminating beef info and recipes directly to consumers.

Further, through a paid social media advertising campaign over a five-month period, the checkoff has driven more than 1 million social engagements, defined as likes, shares, comments and retweets on the “Beef. It’s What’s For Dinner.” Facebook and Twitter pages. Social advertising also contributed to more than 450,000 Facebook users engaging with beef checkoff content and recipes as well as drove more than 14,000 interactions on Twitter. The Checkoff’s Digital Advertising campaign also drove over 5 million views of online video spots, including over 1,800,000 video views on YouTube alone.

Read more about the Beef Checkoff Programs in our Checkoff Chat Series with the Montana Beef Council. Click here to submit your own questions to be answered in future posts.

About the Beef Checkoff
The Beef Checkoff Program (MyBeefCheckoff.com) was established as part of the 1985 Farm Bill. It assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States retain up to 50 cents on the $1 and forward the other 50 cents to the Cattlemen’s Beef Board, which administers the national checkoff program, subject to USDA approval. The Montana Beef Council was created in 1954 by cattlemen as a marketing organization for the Montana beef industry and is organized to protect and increase demand for beef and beef products through state, national and international beef promotion, research and education, thereby enhancing profit opportunities for Montana beef producers.