Faced with growing distrust of local farmers and an abundance of confusing information coming from south of the border, a radical strategy was required to turn the tide of misinformation about Canadian poultry.
Jelly was brought in to help roll out the marketing strategy and target millennials, all in an effort to reinstate trust of local farmers. With the concept of a parody-style online campaign featuring the Real Chicken Farmers of BC, conceptualized by CREW Marketing Partners, Jelly was responsible for spreading the word about the 10-episode video series.
With stats like 18-35 year-olds make up 90% of online video consumption it was clear that online video would be the core strategy.
92% of mobile video viewers share videos with others, so leveraging social media was key to the success of the videos. A staggered roll-out of the videos with a countdown to the release of the official movie trailer built excitement and anticipation ahead of the launch.
Bloggers were engaged to cover the campaign, driving social conversations and significantly boosting SEO rankings. A sweepstakes contest gave members of the public the chance to tour a chicken farm and attend the movie premier with bloggers, media personalities, celebrity chefs and local VIPs. Finally, bloggers participated in a virtual Twitter party where chicken farmers answered questions from the public.
Chicken Squad received local and international print coverage in Vancouver’s The Province, Chilliwack Times, Modern Agriculture and The International Meat Packing Journal.
Over a million views on YouTube! On the day of its launch, the Chicken Squad movie trailer was featured on Global TV and morning news
A Chicken Squad Twitter Party reached 126,065 accounts and had over 1,286,566 impressions
Chicken Squad was featured on over 16 prominent BC blogs including Vancity Buzz, Vancouver is Awesome and DaiManuel.com
In addition to YouTube, 472,023 people were reached on Facebook with an advertising campaign
The BC Chicken Squad website received 36,744 unique visitors in 2014