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

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.

Solution:

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).

KPIs: 

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

Results: