This week’s campaign is from Sabra, makers of hummus and other dips. It’s a smart campaign from a fast-growing consumer packaged goods (CPG) product.
The campaign’s theme is The Unofficial Meal, a phrase stated throughout the videos that appear to be pulls from the TV campaign. As the brand explains, The Unofficial Meal is “What you eat while you’re figuring out what to eat.” A snack that expands into something bigger.
It’s a clever theme that taps into a key category behavior insight. That people are often hungry at a given moment, but putting a meal together takes a bit of time. So while they’re sorting out what to eat, they start snacking on something, and pretty soon they’ve already eaten. Who hasn’t done that, right?
Even more savvily, they take that behavior, which could be viewed as cheating your family out of a full, healthy meal, and have emphasized the health benefits of their hummus product. And that ties to many parents’ concern about giving their family healthy meals. The net takeaway then being, with Sabra it’s easy to pull together a healthy meal.
Pretty smart thinking.
The campaign has been running since April 18th of this year. And in that time they’ve posted 40 times across Facebook, Twitter and Instagram (Posts chart below left). So not a large volume of posting.
More than half of the posting went to Instagram, though (Posts chart). Several years ago that would have been highly unlikely. Could Instagram replace Twitter as the network for high volume?
It’s interesting to look at the Engagements chart on the right, which shows the overwhelming amount of engagement is happening on Facebook. In the Engagement/Fan Ratio section, you can see that Instagram is driving about 3 times the level of engagement that Instagram is. It’s also notable that Instagram had over 4 times as many posts as Facebook in this campaign. So, if Instagram received 4 times more posts and a 3 times higher engagement rate, how could Facebook end up with 5 times more overall engagements? A couple of possibilities.
- Sabra has a lot more fans on Facebook than on Instagram
- Sabra is heavily promoting their posts on Facebook
So let’s check out a couple more charts.
First, we’ll review Sabra’s fans across social media as of end of July. Looking at the Global Fan/Follower Leaderboard below, you can see the answer for question 1. Sabra has over 60 times the fans on Facebook than they have on Instagram.
Secondly, on Facebook, Sabra only has 5 posts, but the vast majority of engagements were probably generated through post promotion, and not organic impressions. We can note this based on the small % of engagements that happened within the first 24 hours of the posts lifetime, as indicated in the right side of the Engagements chart below (you can read about our methodology here).
Top Related Terms
Looking at some of the more frequently used terms in this campaign below in the Top Related Terms chart, you can see them placing emphasis on health-related topics. As noted above, this ties back to a key part of the value promise of this campaign. Creating convenient but healthy meals.
Top Brand Posts
The top posts below show the range of content in this campaign. A Twitter post that lays out the concept of the campaign, a light and flippant headline on Facebook, and a beautiful, health-inspired image for Instagram.
Demonstrate you understand your audience
This campaign stems from a key customer insight. That people snack while deciding what to have for dinner, and then that snack becomes their dinner. People like to feel understood, and this gives the sense that the brand knows who they are and what they need.
Promoting posts plays a key role in many social media campaigns
This campaign highlights one of the dilemmas many marketers are facing. They’ve amassed a large audience on Facebook. Much more than any other network. However, they aren’t able to reach large numbers of people on Facebook organically. So the question is, Should they use paid promotion to add impressions and engagements to their posts? Is it worth it? Obviously there are site and conversion metrics that need to be considered. But from an engagement perspective, Sabra was able to increase the impact of their campaign considerably through post promotion, as about 84% of the campaign’s social media engagement came on Facebook, and 93% of their engagement on Facebook came from post promotion.