A Digital Revolution: Pork's People Driven Marketing Strategy - Steve Lerch, Google, From the 2018 World Pork Expo, June 6 - 8, 2018, Des Moines, IA, USA. More presentations at http://www.swinecast.com/2018-world-pork-expo

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A Digital Revolution and Pork’s People-Driven
Marketing Strategy
Steve Lerch- Account Executive, Google

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25 Million
Average Cross Platform Viewers for Season 6
x10
Episodes Per Season
250 Million
Viewers Per Year

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Rosanna Pansino

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Rosanna Pansino
55 Million
Estimated Video Views Per Month
x12
Months Per Year
660 Million
Views Per Year

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Minutes Per Day Consuming Media

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Minutes Per Day Consuming Media

11. $43BTotal US Packaged Meat Sales (2017 est.)
In 2017, consider the media that will most influence sales in the packaged meat industry

12. $13B
31%of food/beverage sales are digitally-influenced
In 2017, consider the media that will most influence sales in the packaged meat industry
$43B

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What makes someone a food loyalist?
Flavor Comforting Grew up
eating it
Health Easy to
cook with
Availability Inexpensive Variety of
uses
39%
19%
13%
7%
5% 5% 5% 5%
Google Consumer Surveys, April 2016

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5%
What you
can control
Flavor Comforting Grew up
eating it
Health Easy to
cook with
Availability Inexpensive Variety of
uses
39%
19%
13%
7%
5% 5% 5%
Google Consumer Surveys, April 2016

15. Confidential + ProprietaryGoogle Consumer Surveys, April 2016
Flavor Comforting Grew up
eating it
Health Easy to
cook with
Availability Inexpensive Variety of
uses
What perceptions
you can influence
39%
19%
13%
7%
5% 5% 5% 5%

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Trust in CEOs plummets and hits
all-time low: Global survey

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Plan
Preparation
Today’s Food Moments
Purpose

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1. Strong is the New Skinny
2. Semi-homemade for the Family
Plan
Preparation
Purpose

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PURPOSE PLAN PREPARATION
Trend #1: Strong is the New Skinny
get fit get skinny
2011
2015
+29%
-6%

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Trend #1: Strong is the New Skinny
2011
2015
1 in 3
say physical activity is
important to their identity
PURPOSE PLAN PREPARATION

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63%of those who exercise pay attention
to how much protein they eat
Trend #1: Strong is the New Skinny
PURPOSE PLAN PREPARATION

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>
2 in 5
think
PURPOSE PLAN PREPARATION

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PURPOSE PLAN PURCHASE PREPARATION
>
42% vs. 31%
think

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The majority of American families report
eating a meal together
less than five days a week
Trend #2: Semi-homemade for the Family
PURPOSE PLAN PREPARATION

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38%
of parents are aspiring chefs
Trend #2: Semi-homemade for the Family
PURPOSE PLAN PREPARATION

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Trend #2: Semi-homemade for the Family
meal kits
meal kit delivery
PURPOSE PLAN PREPARATION

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Trend #2: Semi-homemade for the Family
$4.7B
shredded cheese sales
2015
$3.7B
block cheese sales
2015
PURPOSE PLAN PREPARATION

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1. Functional Food
2. Stock ManagementPlan
Preparation
Purpose

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2 out of 3
people in the US say that meals in their home are
usually planned ahead of time
PURPOSE PLAN PREPARATION

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PURPOSE PLAN PREPARATION

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PURPOSE PLAN PREPARATION

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Websites and
social media
Press Friends, family,
colleagues
Blogs and forums Other
90% of foodies turn to websites and social media to get food information
PURPOSE PLAN PREPARATION

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Trend #1: Functional Food
PURPOSE PLAN PREPARATION

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Q1
2011
Q1
2012
Q1
2013
Q1
2014
Q1
2015
Trend #1: Functional Food
Superfood searches continue to rise
Avocados + Brussel Sprouts
+ Salmon + Spinach + Walnuts
PURPOSE PLAN PREPARATION

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Trend #2: Stock Management
Help your consumers manage their fridge
+28%
Y/Y search growth in searches
for “how long” various food
lasts
PURPOSE PLAN PREPARATION

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1. Smartphone as Sous-Chef
2. Recipe Remixes
Plan
Preparation
Purpose

39. per day
At the train station,
choosing a podcast
7:30am
Buy movie tickets, make
a dinner rez for tonight
11:15am
Trending music
video on YouTube
1:24pm
Switching to subway,
answering urgent email
8:10am
Pay the babysitter and
get her an Uber home
11:33pm
Reading reviews for
tonight’s movie
7:09pm
Running late for a
meeting, check Maps
1:13pm
At work, retweeting
something fun
11:36am
Wake up and
check the headlines
6:15am
On the train, checking movie
times for tonight
8:00am
150x
PURPOSE PLAN PREPARATION

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1964 2013
PURPOSE PLAN PREPARATION

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6 out of 10 millennials use their
smartphones or tablets to help out in the kitchen
Trend #1: Smartphone as Sous-Chef
PURPOSE PLAN PREPARATION

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Trend #2: Recipe Remixes
10% of all comments within YouTube recipe videos feature recipe variations
PURPOSE PLAN PREPARATION

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PLAN PREPARATION
3. Functional Food
4. Stock Management
7. Smartphone as
Sous-Chef
8. Recipe Remixes
The 6 Digital Trends in Today’s Food Moments
PURPOSE
1. Strong is the New Skinny
2. Semi-homemade for the
Family

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Engage consumers with an active,
current interest in recipes, nutrition
and information about pork and NPB
Two Primary Goals of 2018 Digital Strategy
Increase pork sales by driving
awareness, favorability, and education
among functional cooks and creative
chefs about Pork

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Engage consumers searching for
recipes, nutrition and information
about NPB online
Which digital tactics is NPB currently using?
Show educational and recipe videos to
previous site visitors, aspiring chefs
and foodies on YouTube.

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In the past...

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Now… Audience-First Campaigns
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Audience Targeting-
“The Right People”
Custom Affinity
Affinity
Remarketing
Customer Match
7 Platforms
Contextual Targeting-
“The Right Time”
Topics
Keywords
Search
Search Algorithm

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“The Right People” for National Pork Board
In-Market-
Grills
Foodies
Fast Food
Lovers

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In the past...
-GRPs
-Reach
-Frequency

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Complete Measurement Approach
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What they see What they think What they do
Survey Based Behavior BasedCampaign
Performance

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Behavior Based- Search Lift
No lift
No lift

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Results by Audience

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The most influential celebrities among
Millennials according to Variety

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-Google Data-Driven Matchmaking
-Organic Branded Content Measurement
-Transparent Process, Curation, and
Guaranteed Organic Views

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What’s the 2018 Impact-to-Date?
Estimated $2.97M in
Pork Sales in 2018
Displayed in more than 3.8M search
results and driven 125,000+
Engaged Pork.org Visits

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Thank You!