Building a social media buzz around the many benefits of Georgia pecans among the nation’s food manufacturers earned ST!R Marketing and Object 9 a prestigious Golden Flame Award this week from the Atlanta Chapter of the International Association of Business Communicators.
ST!R and Object 9, Atlanta-based sister agencies that frequently pair up on communications projects, were honored June 23 at the 2015 IABC Golden Flame Awards Gala for the results generated by “Let’s Talk Pecans at SNAXPO 2015.”
The social media campaign promoted the use of pecans for the Georgia Agricultural Commodity Commission for Pecans (Georgia Pecan Commission) and boosted traffic to the website for the commission’s Center for Pecan Innovation.
The Golden Flame Awards recognize communications excellence demonstrated by corporations, nonprofit organizations, and public relations and marketing firms based in Georgia.
The digital pecans campaign took place before, during, and after the 2015 Snack Food Association Annual Exhibition and Conference (SNAXPO 2015), held this past March in Orlando, Fla. The campaign was designed to prompt food industry R&D and marketing/sales professionals to visit the Center for Pecan Innovation booth at the show, learn more about the benefits of pecans and sample new pecan snack concepts. Each year, SNAXPO showcases the latest equipment, technology, ingredients, products and services available to attendees.
“Tweeting at people was effective throughout our presence at SNAXPO, and using #SNAXPO on Facebook also led to good outreach on behalf of Georgia pecans,” said Margaret Lisi, founder and owner of ST!R.
“Live tweeting from this year’s event helped us become more deeply engaged with attendees and generated a 66% increase in unique hits to our website, AmericasNut.com,” she said.
In addition, the campaign’s long-term goal was to generate leads for follow-up samples and testing materials for food industry professionals in new product development, Lisi said.
Data shows that the amount of time spent on the Center for Pecan Innovation website increased by 4 percent following the social media campaign, and ST!R/Object 9 also increased the number of Twitter followers for future outreach and engagement.
“We also think our social activity had something to do with a jump in overall social activity around SNAXPO, which our data shows increased twofold between 2014 and 2015 and almost threefold since 2013,” Lisi said.
This is the third IABC award earned by ST!R Marketing and Object 9 for its work promoting pecans. The agencies won 2014 Silver Quill and Gold Quill awards, IABC’s most prestigious honors, for realigning how pecans are marketed.
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