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8/16/2019 Mlmc Report Card Final 5.2.16
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1 | MAINE LOBSTER + WEBER SHANDWICK
1 | MAINE LOBSTER + WEBER SHANDWICK
CampaignMetricsQ1 Reporting Period:January 1-March 31, 2016
8/16/2019 Mlmc Report Card Final 5.2.16
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2 | MAINE LOBSTER + WEBER SHANDWICK
2 | MAINE LOBSTER + WEBER SHANDWICK
HARVESTORS DEALERS |PROCESSORS
DISTRIBUTORS(Out of State
Sales Conduits)
CONSUMER | MEDIA | CHEF’S
Promoting and MarketingMaine Lobster by…
- Educating: Process,Sustainability & Seasonality
- Convincing: Taste Difference- Fueling: Culinary Innovation- Engaging: Media Storytelling- Sharing: Compelling Content
Telling our Story Through…
- Social Media Channels- Revamped Website- Media Storytelling- Chef Engagement- Immersive Experiences- Targeted Distribution
INDUSTRY STORIES | EXPERTS | INSIGHTS
DRIVING DEMAND
8/16/2019 Mlmc Report Card Final 5.2.16
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3 | MAINE LOBSTER + WEBER SHANDWICK
TERMS TO KNOW OWNED DIGITAL
Reach – the amount of individuals that have seen content shared
on MLMC’s digital channels (Facebook, Twitter, Instagram, YouTube
and lobsterfrommaine.com).
Community Growth – the amount of individuals who have “liked” or
“followed” MLMC’s digital channels.
EARNED SOCIAL
Mentions – the volume of conversations occurring on Facebook,
Twitter, videos and forums that reference “Maine lobster” or
“lobster.”
Influential Engagements – the volume of journalists, social media
influencers, and top tier chefs who have shared content featuring
“Maine lobster” or “lobster.”
Share of voice (SOV) – the percentage of overall lobster social
conversation that includes Maine.
EARNED MEDIA
Impressions – the amount of individuals who have the opportunity
to see an article placed via media outreach.
Ad Equivalency – the total cost of buying the space taken up by an
earned media article, had the articles been an advertisement.
8/16/2019 Mlmc Report Card Final 5.2.16
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4 | MAINE LOBSTER + WEBER SHANDWICK
The year started with growth on all social platforms and significant media traction. A seasonal push aroundtails through a dedicated “tail-gating” program created social and media buzz, helping to elevate awarenessaround the offering. Leveraging a “real time” news story (i.e. fake lobster) created an opportunity to tell theMaine Lobster story proactively. During the off-season, Maine lobster represented 3.82% of the overall shareof voice in social conversations focusing on lobster. As the season approaches, we expect an increase inoverall lobster and Maine lobster mentions, and an increase in Maine’s share of voice.
EARNEDSOCIAL
Maine Lobster makes up3.82% of the general lobster
discussion
50 influential engagementswith chefs and media
EXECUTIVE SUMMARY AND ACTIONABLE INSIGHTS
EARNEDMEDIA
Secured 45.2MMimpressions with an ad
value of $276K
“Wings Don’t Mean a Thing! Eat
Lobster at your Super Bowl
Party!
- Cooking Light
“Is your lobster fake? 5 ways to
tell if your food is real - Look for
the words "Maine lobster" onthe menu”
- TODAY.com
Super Bowl Taped Media Touraired on 902 local market
stations across the country.
CHEFAWARENESS
Engaged 6 StarChef RisingStar nominees around Maine
New Shell Lobster
Drove chef awareness
around Maine Lobsterthrough efforts around “fakelobster” story encouragingchefs to ask for MAINE!
Secured 3 top-tier chefs toserve as host chefs in Maine After Midnight key markets
OWNEDDIGITAL*
LOBSTERFROMMAINE.COM**
112,930visitors
205,847page views
9,403wholesale page views
6,700 total followers130% ▲
1,061 new followers in Q1
1,937 followers
163% ▲
321 new followers in Q1
38 subscribers100% ▲
3 new subscribers in Q1
1,754 followers100% ▲
129 new followers in Q1
*Percent change calculated as Q1 2015 vs. Q1 2016. All channels were inactive in Q1 2015.**LobsterFromMaine.com relaunched in Q2. Year-over-year data will be available in Q2 report.
8/16/2019 Mlmc Report Card Final 5.2.16
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5 | MAINE LOBSTER + WEBER SHANDWICK
• Across social media channels, bold, vibrantly colored images coupled with “insider” facts drove
an increase in reach and engagement.
• Social communities continued to grow organically, with support from routine paid social contentboosts.
Owned Digital (Social Channels)
Awareness(Q1 total)
Facebook Twitter Instagram YouTube
Reach 482,360100% ▲
92,218100% ▲
N/A N/A
Content Clicks 2,451100% ▲
1,437100% ▲
N/A N/A
CommunitySize
6,700130% ▲
1,061new followers
1,937163% ▲
321new followers
1,815100% ▲
129new followers
38100% ▲
3new subscribers
Value(Q1 total)
Facebook Twitter Instagram YouTube
Reactions orLikes
27,887100% ▲
398100% ▲
1,952100% ▲
1100% ▲
Comments,Mentions orReplies
1,639100% ▲
63100% ▲
113100% ▲
1100% ▲
Shares orRetweets
3,596100% ▲
160100% ▲
N/A 0100% ▲
Video Views 570100% ▲
N/A N/A 520100% ▲
TwitterFacebook
Instagram YouTube
3,169 reactions, 480 comments,449 shares
781 views, 1 like
10 likes, 3 retweets,41 engagements
122 likes, 3 comments
*Percent change calculated as Q1 2015 vs. Q1 2016. All channels were inactive in Q1 2015.
8/16/2019 Mlmc Report Card Final 5.2.16
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6 | MAINE LOBSTER + WEBER SHANDWICK
51,678 pageviews5:33 average time on page
15,467 pageviews0:51 average time on page
• ”How to” content featuring preparation techniques drives the most traffic to the site, with articles like
“Steaming Lobster” and “Boiling Lobster” accounting for nearly 40% of pageviews.
• Wholesale pages contributed more than 4.5% of overall pageviews in Q1.
• LobsterFromMaine.com earns 101% more visits and attracts 138% more new users than fish &seafood industry benchmarks (as reported by Google). Average time on page within the curve of fish &seafood industry standards.
Owned Digital (Website)
Percent change calculated as Q1 2015 vs. Q1 2016.*Event tracking kicked off 2/15/16, percent change available in 2017.
Overall (Q1 total)
Site Visits 112,930100% ▲
Pageviews 205,847100% ▲
Time on Site1:33
100% ▲
Wholesale Pages (Q1 total)
Pageviews 9,403
Dealer SiteLink Clicks*
2,599
Top Product Searches* (Q1 total)Live 1,194
Frozen, Raw 473
Tails 407
Frozen, Cooked 396
Bodies 305
Claws/Knuckle 162
Most Visited Site Pages
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7 | MAINE LOBSTER + WEBER SHANDWICK
• In the off-season, the social conversation focused primarily on industry legislation and the futureof the fishery.
• Proactive campaigns helped change the tone of the conversation from political discourse toconsumer friendly use cases for lobster, including Super Bowl and Valentine’s Day dishes.
Earned Social Media
Awareness (Q1total)
Facebook Twitter Video Forums Total
Maine LobsterMentions
23992.2%* ▼
5,34064.7% ▲
1544.4% ▼
6290.8% ▲
6,22310.85% ▼
Lobster Mentions 9,930100.15% ▼
140,41155.29% ▲
2910.48% ▼
12,4104.93% ▼
163,0422.35% ▲
Maine LobsterShare of Voice (SOV) 3.82% of overall lobster conversation
Value Type Media Chefs
InfluentialMentions, SOV
Maine Lobster 48 mentions, 17% SOV 2 mentions, 2.4% SOV
Lobster 281 mentions 85 mentions
Trending Topics & Themes
Climate Change & Shell Disease
Colorful Baby Lobster Photo
Maine Lobster Licenses
Valentine’s Day Recipes for
Home Cooks
Super Bowl & Tailgating Recipesfor Home Cooks
Menu Mentions and RestaurantDishes
DIY Recipes for Home Cooks
Growing Demand from ChineseMarket
Promotional / Sales Offers
Restaurants labeling lessexpensive ingredients as lobster
Top “Maine Lobster” Mentions (Calculated by Number of Followers)
“If you thought the winter was a slow time in Maine's lobster industry you'd be
wrong! Foreign exports sky rocketing “ NECN
67,019 followers
“Need a Super Dip for Super Bowl 50? Try This Artichoke and Maine Lobster
Dip http://goo.gl/j7AnqW via @nancyberk” Rashmi Primlani 17,800 followers
Here are some GREAT reasons to eat Maine lobster (as if you needed any... )http://buff.ly/1TzmZOl
Amy Reiley 17,700 followers
RT @LobsterfromME Fun fact: Maine lobster is considered an aphrodisiac.https://twitter.co…
Aly Walansky 47,900 followers
How did Maine lobster become a Chinese New Yearstaple?http://bit.ly/1nN1LBd
PhillyVoice 17,100 followers
Percent change calculated as Q1 2015 vs. Q1 2016.*In Q1 2015, a significant spike in off-season mentions was driven by a Carnival Cruise Line blogger. With no similar conversation occurring in2016, Facebook mentioned declined.
https://twitter.com/DanielleWaugh/status/698228671065288704https://twitter.com/PrimlaniKitchen/statuses/697579577095262208https://twitter.com/forkmespoonme/statuses/702602197318631424https://twitter.com/alywalansky/status/698145759858921472https://twitter.com/alywalansky/status/698145759858921472https://twitter.com/LobsterFromME/status/698150149093253120https://twitter.com/thephillyvoice/statuses/695650597693861888https://twitter.com/thephillyvoice/statuses/695650597693861888https://twitter.com/LobsterFromME/status/698150149093253120https://twitter.com/LobsterFromME/status/698150149093253120https://twitter.com/alywalansky/status/698145759858921472https://twitter.com/alywalansky/status/698145759858921472https://twitter.com/alywalansky/status/698145759858921472https://twitter.com/forkmespoonme/statuses/702602197318631424https://twitter.com/forkmespoonme/statuses/702602197318631424https://twitter.com/PrimlaniKitchen/statuses/697579577095262208https://twitter.com/PrimlaniKitchen/statuses/697579577095262208https://twitter.com/DanielleWaugh/status/698228671065288704
8/16/2019 Mlmc Report Card Final 5.2.16
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8 | MAINE LOBSTER + WEBER SHANDWICK
• Secured 45.2MM impressions with an ad equivalency of $276,000.
• Positioned Maine Lobster as a Super Bowl must-have for the perfect “tail-gate” garnering 5.7MM impressions.
• Leveraged news of restaurants marketing cheap fish substitutes as lobster to create a positive storyaround Maine Lobster.
Earned Media
8/16/2019 Mlmc Report Card Final 5.2.16
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9 | MAINE LOBSTER + WEBER SHANDWICK
• Chefs continue to engage with the Maine Lobster story and the sense of place that the productbrings to diners who value sustainably sourced foods.
• Using New Shell Maine Lobster as a conversation starter has been hugely effective, generatingboth demand for the product as well as excitement for the narrative.
• Chef engagement and awareness to increase during summer months when supply is highest driving demand forMaine Lobster and Maine New Shell Lobster.
Chef Awareness
#MaineLobster
tail(gate) with
#Foodiechats
drove 1,872
engagements
with 290 chefs
and influential
foodies.
Secured
3 top-tier
chefs in key
markets to
host Maine
After
Midnight
IndustryEvents
8/16/2019 Mlmc Report Card Final 5.2.16
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10 | MAINE LOBSTER + WEBER SHANDWICK10 | MAINE LOBSTER + WEBER SHANDWICK
Technomic captures restaurant andmenuing data from a variety of upscale, finedining and fast casual operators across theU.S.. Included below are broad scalemenuing trends from Q4 of 2015.
KEY FINDINGS
• Lobster is growing as a topping for
entrees as well as a luxury protein for
pastas like mac and cheese or
linguine.
• Butter, cream and tomato continue to
be the top flavor pairings in the US,
but new flavor pairing are on the rise
including: tart, gouda, feta,
remoulade, Pico de Gallo and beet.
• By advertising “Maine” lobster,
operators can charge about $6.22
more on average than non-“Maine”
lobster.
• The Northeast menus 14 more
shellfish sandwiches on average than
other region due to a proliferation of
lobster rolls.
• This past year Maine Lobster LTOs
peaked in August with the growing
popularity of lobster rolls.
Technomic Data