Pork Checkoff Digital Strategy Gets Results

Posted on

The Pork Checkoff has a relationship with Google and YouTube. This digital strategy is getting results. Find out more from the National Pork Board director of digital strategy Jenna DePerro in this edition of Pork Pod.


Don Wick


Jenna DePerro, Director of Digital Strategy, National Pork Board




Don Wick: 00:00 From the Pork Checkoff in Des Moines, Iowa. It’s Pork Pod. Pork Pod, a look at the hot topics in today’s pork industry. The Pork Checkoff is working for you through various forms of research, promotion and consumer information projects. I’m Don Wick speaking on behalf of the Pork Checkoff and today our guest is Jenna DePerro who is the Pork Checkoff’s director of digital strategy. And Jenna as we take a look at that strategy, really a multipronged approach that we’re looking at.

Jenna DePerro: 00:28 Yeah, we really had a great initiative the past couple of years on having a digital first mindset in our consumer advertising and that’s really falling into three buckets when it comes to our Google work and our Google partnership between paid search, our YouTube advertising and our work with Famebit, which is really those influencers that are working primarily in the YouTube space. So really excited about the impact we’re making through this partnership as a whole.

Don Wick: 00:56 Can we talk about those individually? When you talk about your paid search, how does that work and what kind of results have you had?

Jenna DePerro: 01:03 Yeah, when I talk about paid search, I mean making sure that the Pork Board is showing up in consumer related, pork related search queries on google.com. So if someone’s searching how to bake a pork chop or pork cooking temperature, those are things that we know that we want to be showing up for and that we’re relevant in. And we know that 40% of the users on pork.org are coming from our paid search ads. So these ads we’re running with Google are really driving a lot of traffic to our website and that ensures that consumers are getting accurate information when it comes to the product that they’re looking to consume.

Don Wick: 01:41 Certainly that’s everybody lives with Google and if they’re doing a search, that makes a lot of sense, doesn’t it?

Jenna DePerro: 01:47 Definitely. Yeah. Google is the number one search engine globally. And believe it or not, YouTube is the number two global search engine and that’s kind of our second bucket of work within the Google space. We run ads on YouTube with the video content that we own as the National Pork Board to very targeted consumer groups. So we can tell through people’s search behavior and their just their behavior on YouTube, the content they’re consuming, who’s most likely to be interested in our pork cooking content. And then we serve up those videos to consumers as an ad format. So making sure that we’re supplying the right content to the right people at a time when they’re receptive to receiving it.

Don Wick: 02:35 So who is the target audience there?

Jenna DePerro: 02:38 Yeah, it really depends on consumer behavior. We’re not necessarily targeting a specific demographic or age group or geography. While we can do that, that’s within our ability, we’re really targeting people based on their behavior. So those are termed affinity groups, right? So it might be a 30 minute cook and those are people who are looking for quick, easy dinner ideas for their family. Might be people who are more interested in health and nutrition and that consumer group, we’d obviously serve them some of our video content, talking about pork, protein, heart health, things like that. So making sure we’re deploying videos to specific consumer groups based on, based on their needs.

Don Wick: 03:22 Do you have any recap and what kind of numbers what kind of response you’ve had?

Jenna DePerro: 03:26 Yeah, so it’s pretty exciting that we only get charged through these ads when someone watches at least 30 seconds of our video. And when you think about most of our videos are a minute or less people are pretty invested if they’re watching 30 seconds worth and we only pay 3 cents per view on YouTube. So we’re really getting a great bang for our buck in this space. And it’s estimated that our ads have generated additional 9.5 million in revenue for the industry so far this year. So that’s just through six months. So we can feel pretty confident that the ad spend is paying for itself.

Don Wick: 04:07 And beyond the page search and the YouTube you’re doing some work with kind of the centers of influence, really?

Jenna DePerro: 04:14 Yeah. And this is really fun because working with influencers is really nothing new for the Pork Board. National Pork Board’s partnered with bloggers and people in that space for a very long time. But taking that to the next level and really a digital sense, we’ve done a lot of work this year working with YouTube influencers specifically. So these are creators that are making videos specifically for the YouTube space, partnering with them to help amplify our pork marketing messages to really hit consumers that we might not have the ability to reach on our own. But through the influencers and the credibility they have with the audiences they’ve built on YouTube, we’re really able to hit a new demographic in a very digital way.

Don Wick: 05:00 And again, what’s nice with all of these, you can, you’ve got stats to back it up. You’re able to see the results real tangible.

Jenna DePerro: 05:06 Yeah, definitely. Now that’s the beauty of digital marketing, right? We partnered with 40 YouTubers so far this year in 2019 and those videos have generated over 14.2 million views and that’s quite a lot of views compared to, if you think about the reach we have as a brand really tapping into the reach these YouTubers have is pretty powerful. Consumers have watched 68.5 million minutes worth of the sponsored content with these creators, and that just sounds like a big fuzzy number, but when we break it down, that’s a 130 years worth of time. And that always just blows my mind that consumers are watching a lot of this content and it’s really from a credible source. Those influencers they follow hold a lot of weight.

Don Wick: 05:55 Jenna DePerro from the National Pork Board. Thank you for listening to this edition of Pork Pod. For more information on this topic or the Pork Checkoff itself, visit pork.org.