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SAPPO’s Easter digital campaign outperforms industry benchmark

sappo-digital

To promote the enjoyment of pork dishes over the Easter period (when there is a lot of entertaining), a digital campaign with 12 short SA Pork cooking videos was flighted on the social media platforms of 24.com. Here’s a short summary of the campaign report:

• 468 210 people saw these pork advertisements.
• 35% of people who saw it clicked through to watch the videos. (The digital advertising industry benchmark for social media advertising is between 5% and 8%.)
• Johannesburg and Cape Town generated the most viewing traffic.
• The most popular video was the pork shank bredie, followed by the video for pork neck steaks with herb butter.
• The most video views took place on Tuesdays and Wednesdays.
• The best performing channels were 24.com and Fin24.

“Maybe more men showed off their cooking repertoire during Easter this year to give the ladies a break,” says Marieta Human, SAPPO’s marketing manager.

Pan-Fried Pork Loin Chops

• Stuffed Leg of Pork

• Pork Belly with Crackling

• Pulled Pork

• Pork Neck Steaks with Herb Butter

• Pork Shank Bredie

• Roasted Pork Shoulder

• Pork Meatballs

• Crispy Pork Pies

• Pork Belly with Cranberry and Apple

• Ham Terine

• Stuffed Pork Neck

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