Partnered Digital Sustainability Campaign Wraps with Strong Results
- CCA
- 2 days ago
- 2 min read
A successful six-week digital sustainability campaign highlighting the Canadian beef sector’s environmental sustainability progress wrapped at the beginning of May. The public-focused campaign entitled “Confessions of a Canadian beef farmer”, was delivered in partnership by the Canadian Roundtable for Sustainable Beef (CRSB), Canada Beef, and the Public and Stakeholder Engagement Program (PSE). The partnership allowed for combining of funds and resources for a more impactful, wider-reaching campaign.
“Confessions of a Canadian beef farmer” centered around a lead story video and three extension videos, each of which built on the lead with concrete examples of sustainability progress based on key messages shown to resonate through consumer message testing. The key messaged leveraged data and information from the CRSB’s National Beef Sustainability Assessment (NBSA).
Messages included:
Carbon Under Cover—Land used for raising beef cattle in Canada helps to store 1.9 billion tonnes of soil organic carbon. That’s the equivalent of taking two billion cars off the road for an entire year!
Raising Cattle, Lowering Emissions—From 2014 to 2021, bringing every kilogram of Canadian beef from farm to table created 15% less greenhouse gases. And we’re not stopping there—we’re on track to hit a 33% emission intensity reduction by 2030!
Hooves and Habitat—Our pasture pulls double duty—raising beef and providing 74% of the critical habitat wildlife need for reproduction across Canada’s crop and pastureland.
Alberta feedlot operator Andrea Stroeve-Sawa graciously served as the face and voice of the campaign and in the video footage other producers’ faces and production systems were represented.
The campaign uses digital tactics including advertising on Meta, YouTube, and Digital Out of Home (e.g. malls, office buildings, subway stations) to reach Canadians. The campaign garnered a total of over 18.5 million impressions. Excluding Digital-Out-of-Home impressions as this tactic doesn’t lead to clicks, the click through rate (CTR) of the campaign was 1.47% and cost per click (CPC) was $0.37, well above the 0.48% average CTR and well below the average $0.96 CPC for an awareness campaign from the agriculture sector delivered through social advertising.
Throughout the six weeks of the campaign, audiences were refined and advertising dollars were shifted among tactics (for example from Meta to YouTube), to capitalize on channels seeing the most success. For this campaign, YouTube was far and away the most effective tactic, bringing in over 54% of the impressions and 84% of the clicks.
In addition to digital advertising, an updated Benchmarks webpage on the CRSB site was created and served as a campaign landing page. Here you can see all videos, as well as source reports and scientific assessments from the NBSA. You can also find the videos on CRSB’s Youtube channel @CRSB_beef or click on the links in the video thumbnail captions.
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