Laura’s Lean Ground Beef

Laura’s Lean sits in the grocery meat case against store-brand beef, so their social strategy not only had to reach shoppers, but move them to buy it.

We built a social media strategy that raised awareness and demand for Laura’s Lean against in-house competition, and a year-long social media program to generate content that connects to food and consumer trends resonating in the social media space. The program leveraged a mix of in-house created content with an influencer ambassador program to generate content that made Laura’s Lean relevant to new audiences.

The program resulted in 79% more impressions than the previous year, and 157% more socially-referred site visits. In addition to driving more impressions and website visits than the year prior with 12% less budget, the efficiencies we generated through content that resonated with audiences saved the brand $2.39M dollars if they were to generate the same impressions and clicks at the CPMs and CPCs they had the prior year. Additionally, a Brand Lift Study we conducted on owned and influencer programs revealed our efforts had a meaningful impact on brand favorability, purchase action intent, and ad recall