PERDUE DOESN’T DANCE AROUND NO ANTIBIOTICS
Issue: As the leader in providing the transparency and assurance of No Antibiotics Ever (NAE) products, Perdue challenged Coyne with developing a social content strategy and campaign to align with the announcement of new milestones in a major product initiative that would engage consumers and educate them on the brand’s leadership in NAE.
Idea: Consumer social media content consumption patterns continue to favor video over imagery and text copy alone; and when it comes to tone, humor plays favorable in the feeds of consumers. The team developed a concept featuring a custom animated video that emphasized how some other poultry brands “dance” around the issue of antibiotics with caveats and exceptions, but when Perdue says no antibiotics ever, they mean simply that. To align with market data on online video viewing behavior, the video was cut into a full-length :30 version posted to the brand’s YouTube channel, website homepage and a dedicated NAE landing page; and a :15 version, which distributed through Perdue’s social channels, including Facebook, Instagram, and Twitter. Visibility for the content was supported by a paid media strategy specifically within relevant social media channels.
Impact: The video stood out from the rest of the flock, earning more than 1.4 million views across Facebook and YouTube. The video showed a 17% lift in purchase intent and increased Perdue-relevant search inquiries (on YouTube and Google) by 31%. Additionally, the video saw a 26% view rate, exceeding the 21% YouTube benchmark; and the content also achieved engagement rates of 45% on Instagram and 55% on Facebook, the highest of any other Perdue brand video in the past. The content also spurred a dialogue on the Perdue social channels about NAE, helping to provide clarity and dispel myths about the brand’s usage of antibiotics in animal agriculture.