Brand Update 2020
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Impressions Across Social Platforms<br />
SOCIAL CHANNEL <strong>2020</strong><br />
DIGITAL DIALOGUE<br />
Building common ground on social media.<br />
From ranch pastures to home kitchens, social media connects beef eaters<br />
around the world. Trending digital isn’t new, but increased dramatically<br />
as stay-at-home orders meant added screen time.<br />
“Everyone was eager for a connection and social media was the place<br />
people turned,” says Margaret Coleman, the brand’s director of<br />
digital platforms. “It’s our job to figure out how we can entertain,<br />
educate and engage.”<br />
Simply great beef, fun recipes and friendly faces filled the brand<br />
channels, teaching how to cook with a pandemic pantry. Really fresh<br />
faces and locations appeared in videos as chefs recruited their kids to<br />
help film from home kitchens, creating meals and relatable moments the<br />
whole family could enjoy.<br />
Positive and inspiring content made kitchen mastery within easy reach,<br />
home tables a bit fuller. A few taps on a phone screen and there was a<br />
chef, ready to collaborate on solutions — or a rancher providing a tour<br />
of the family farm.<br />
It sparked conversations.<br />
Questions about how cattle are raised and new ideas for dinner were<br />
delivered. CertifiedAngusBeef.com visits increased 40% year over year,<br />
with recipes the most-wanted content. More than 380,000 people<br />
virtually visited a ranch by watching on Facebook Live.<br />
The team waiting just a tap away made online interactions feel familiar.<br />
There’s always someone behind the logo on the screen, ready to share in<br />
home-cooking triumphs and answer all beef-related inquiries.<br />
“Our direct messages feel like you are texting with a friend,” says Paige<br />
Clayton, digital marketing specialist.<br />
Each day, the team thoughtfully responds to every comment, question<br />
and string of emojis posted across the brand’s social channels,<br />
connecting around the globe.<br />
Making the world feel smaller, one click, tap or page scroll<br />
at a time.<br />
Facebook<br />
Twitter<br />
Instagram<br />
Pinterest<br />
YouTube<br />
LinkedIn<br />
Web (<strong>2020</strong> page views - recipes & kitchen)<br />
90.7M<br />
1.2M<br />
13.7M<br />
33.0M<br />
28.4M<br />
548,014<br />
9.3M<br />
CertifiedAngusBeef.com 19
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