July 5, 2019The Journal Record |
OKLAHOMA CITY – California and New York consumers seem to have found something to appreciate about Oklahoma beef, Heather Buckmaster said.
Buckmaster, who is executive director of the Oklahoma Beef Council, said the nonprofit marketing agency has been visited online by a large number of viewers lately who have hung around to enjoy the OBC’s videos, showing interest beyond a novelty click on the keyboard, she said.
“We’re midway through a campaign that’s supposed to end Sept. 30, and I’m just really surprised at how good these numbers are,” she said. “I think we are finding the right touchpoints with the right consumers.”
Brooke Clay, chief executive at Rural Gone Urban, gets the credit for engaging online viewers, Buckmaster said. Clay found something special among Oklahoma ag producers.
“Our videos represent the Oklahoma farming-ranching families, talking about issues that are important to them,” Buckmaster said. “They’re resonating with consumers … who very much live in urban-suburban environments. We’re sharing our stories and people are listening.”
In one video, for example, rancher Colby Collins shares details of how his three young girls are learning how to help him in ranch operations and how he, in turn, plays dolls and lets them paint his toenails.
“I want them to know they can accomplish anything they set their mind to,” he says in the video, just before the national motto flashes, “Beef. It’s What’s for Dinner.”
The OBC is now funding three digital marketing approaches, relying heavily on YouTube media. The national YouTube effort, which mixes national and OBC creative efforts, is available during the 4th of July season, with additional attention given to grilling. A five-state digital marketing effort is pulling together the funds of other state beef councils for larger regional impact.
A Google search-engine campaign is focused on promoting recipes online at Oklabeef.org.
So far, the campaign has generated 2.6 million engagements through both YouTube and searches, she said. The YouTube cost per view has been about 2 cents; Google search cost per click has been 35 cents per click.
Success of the campaign will be confirmed over a longer period, Buckmaster said. Although the video series is funded by the Oklahoma Beef Council, return on investment assessments are being made at the national level. The campaign is managed by the National Cattlemen’s Beef Association. Buckmaster said she initially believed the viewership goals were set too high.