Brand Update 2020

Impressions Across Social Platforms
SOCIAL CHANNEL 2020
DIGITAL DIALOGUE
Building common ground on social media.
From ranch pastures to home kitchens, social media connects beef eaters
around the world. Trending digital isn’t new, but increased dramatically
as stay-at-home orders meant added screen time.
“Everyone was eager for a connection and social media was the place
people turned,” says Margaret Coleman, the brand’s director of
digital platforms. “It’s our job to figure out how we can entertain,
educate and engage.”
Simply great beef, fun recipes and friendly faces filled the brand
channels, teaching how to cook with a pandemic pantry. Really fresh
faces and locations appeared in videos as chefs recruited their kids to
help film from home kitchens, creating meals and relatable moments the
whole family could enjoy.
Positive and inspiring content made kitchen mastery within easy reach,
home tables a bit fuller. A few taps on a phone screen and there was a
chef, ready to collaborate on solutions — or a rancher providing a tour
of the family farm.
It sparked conversations.
Questions about how cattle are raised and new ideas for dinner were
delivered. CertifiedAngusBeef.com visits increased 40% year over year,
with recipes the most-wanted content. More than 380,000 people
virtually visited a ranch by watching on Facebook Live.
The team waiting just a tap away made online interactions feel familiar.
There’s always someone behind the logo on the screen, ready to share in
home-cooking triumphs and answer all beef-related inquiries.
“Our direct messages feel like you are texting with a friend,” says Paige
Clayton, digital marketing specialist.
Each day, the team thoughtfully responds to every comment, question
and string of emojis posted across the brand’s social channels,
connecting around the globe.
Making the world feel smaller, one click, tap or page scroll
at a time.
Facebook
Twitter
Instagram
Pinterest
YouTube
LinkedIn
Web (2020 page views - recipes & kitchen)
90.7M
1.2M
13.7M
33.0M
28.4M
548,014
9.3M
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