Background:

Commercial fishermen harvest Gulf shrimp, blue crab, oysters and fish with the utmost care for quality control standards, seafood safety and sustainability practices. Fueled by hard work and the sea, their dedication plays a vital role in getting the premium, wild-caught seafood consumers enjoy from the Gulf to their plates. The market faces fierce competition from imports that are not wild caught and are generally less expensive. The goal of this campaign was to generate awareness of the wild caught options by leveraging an awareness campaign to create and launch a Texas Gulf Seafood consumer that promotes the Texas seafood species:

1. Shrimp
2. Oysters
3. Blue crab
4. Various finfish

Objective:

The 360 digital campaign incorporated consumer insights and  was meant to generate awareness of Texas Gulf Seafood. We wanted consumers and shoppers to select a Texas seafood option before a non-Texas option. 

Strategy:

Developed a digital plan targeted to Texas seafood consumers who like to buy local and/or Texan seafood. Tactics included social media, digital display, video, digital TV streaming, and search engine marketing (SEM).

Primary target: 

General seafood consumer. Adults 18+

Skewed female shoppers at grocery stores

Geo Target: Texas with concentration on coastal areas (Houston, Corpus Christi, Padre, Brownsville)

KPIs: 

• General Awareness
• Clicks to website
• Digital Benchmark (CTR) 2%
• View Thru Rate (VTR): 15%
• CPC < $2.00

Results: September-March

• From September – March 2023,  the campaign has generated 140,617,064 impressions across all reported channels, including OOH. Excluding OOH, the campaign generated 13,239,392 impressions
• Out of Home (OOH) produced the highest impressions at 127,377,672 
• SEM produced the highest Click Thru Rate (CTR) at 5.77%, while LocaliQ’s Display reached the highest impressions, not including OOH at 6,682,988
• Facebook came in second for CTR at 4.55%

Creative elements:

• Social media creative
• :06 and :15 videos
• OOH/Billboards 
• SEM
• Digital assets, digital banner ads
• Email blast & article

We are Strategar – Helping Brands Connect With Communities

MINORITY & WOMEN OWNED Celebrating ten years in 2023, our team takes great pride in partnering with clients committed to supporting minority/women/veteran-owned businesses. We are certified by the National Minority Supplier Development Council (NMSDC) and Texas’ Historically Underutilized Business Program. In 2022, the Dallas Fort Worth MSDC recognized Strategar as a regional supplier of the year.

Our demonstrated operational success, support of minority businesses and active participation within our partner communities illustrate our devotion to our clients and their objectives.

Learn more about our capabilities: Strategar Capabilities 2023

Each year Pressboard evaluates thousands of campaigns across the industry and honors campaigns that stood out for their performance, production value, originality, partnership fit, and the deep value they provide to audiences. We are excited to announce that the Texas Gulf Seafood won Best of Branded Content in the Food & Drink Category for 2022.

This campaign was a collaboration between Gannett’s GET Creative studio, Texas Gulf Seafood and our agency, Strategar.

Connecting Your Brand with Diverse Communities – UT System Breakout Session presented by Strategar CEO, Yareli Esteban.

From 2010 to 2020 the population of Texas grew 16% to 29 million, but did you know that people of color made up 95% of that explosive growth? Today, Texas is the proud home to 12 million Hispanics, a population that has increased roughly 24% since 2010 and is predicted to increase an additional 71% by 2050. As Texas continues to grow and diversify, it’s more important than ever to understand your audiences and adjust your messaging and methods of communicating to align with cultural norms and trends. In this session, learn how to tailor your messaging, marketing tactics and channels of distribution to engage with a more diverse pool of Texans.

Learn more about the 5 macrotrends impacting marketers in higher ed. Download the presentation: Strategar – Connecting With Diverse Communities