The Brief
The United States Department of Agriculture (USDA) Foreign Agriculture Service has approached DBL for their yearly campaign Delicious USA 2020.
To showcase US food branding, they partnered with top-notch restaurants in Hong Kong which use US ingredients. We have built and managed a comprehensive organic & paid strategy to strengthen organization recognition.
The Solution
To support the month-long Delicious USA food festival, we tailored a social media strategy that merged organic and paid content to achieve the event goals.
We created content that highlighted the uniqueness of US ingredients and promoted the partnered restaurants. Besides, DBL also implemented ad campaigns on Facebook and Instagram to broaden the reach beyond its current audience.
Social Media Strategy - Facebook and Instagram Advertising - Social Media & Brand Advocacy Performance Analytics - Community Management - Graphic Design
The Results
Key Takeaways
To reach USDA’s objectives and strengthen brand recognition on social media:
- Compressed campaign window due to the social distancing limitations from the pandemic
- The event nature was to encourage people to dine-in at the partner restaurants and enjoy dishes made with premium US ingredients
💡 The campaign had already started when dine-in services were first banned in Hong Kong.
Under this challenging situation, it is vital to be agile, and DBL adapted quickly by modifying the content strategy. Instead of heavily focusing on driving traffic to restaurants, the objective switched to “enjoy premium US food safely at home,” hence ensuring the campaign’s continuance.
About USDA
The U.S. Agricultural Trade Office in Hong Kong (USDA Foreign Agricultural Service) works closely with importers, wholesalers, retailers and other trade promotion organizations to promote U.S. food and agricultural products in Hong Kong and Macau.
Disclaimer: USDA does not endorse any private companies.
