ABI's social media campaign "Go Bold With Butter" was launched on March 19th, just before the Easter holiday. Overall the campaign is continuing to drive momentum and results so far shows that the campaign, which focuses on maintaining levels of positive consumer awareness of butter and fostering increased butter usage, is continuing to improve as content on the blog continues to build. Repeat visitors have increased, reflecting that the site is considered a good resource for recipes and information about butter.
"We are pleased with the results so far with this new emphasis on communicating the benefits of butter in home cooking recipes through social media," said Mark Korsmeyer, President of ABI. We're engaging more consumers with this effort and I expect it will help build the category in both the short and long term."
Blog traffic continues to increase rapidly since the launch of the campaign, outperforming initial goals delivering over 98,000 visits in the month of June. Engagement metrics have continued to improve as content on the blog continues to build. This includes repeat visitors, and reflects that the site is considered a good resource for recipes and information about butter. The campaign's Facebook page has 33,092 likes, which in an increase of 76% over May numbers. Facebook content has the potential to reach 11.3 million people. 95% of the Facebook page likes are in the key 25-54 age target demographic.
Nine dedicated bloggers are generating blogs including recipes, photos and videos. Each shares a unique perspective on the best way to create satisfying food experiences centered on butter. Each of the nine blog contributors brings a different style and perspective, but they are all passionate about creating memorable dishes to share with their friends and families. You can follow the bloggers by visiting the Bold With Butter Facebook Page. The top three bloggers are:
Annie's Eats has 170,000 visits/month with 27,000 Facebook followers and 852 Twitter followers; Iowa Girl Eats has 95,000 visits/month; 16,000 Facebook followers and 7200 Twitter followers and finally Baked Bree has 40,000 visits/month, with 6,000 Facebook followers and 2,516 Twitter followers.
Go Bold With Butter is presented by America's Dairy Farmers® in partnership with the Wisconsin Milk Marketing Board.