Over the last year we have continued our support to the Vietnamese Association of Seafood Exporters and Processors (VASEP) for the online promotion of pangasius. The aim was to refresh the online presence and to increase the engagement with the fan base in the social channels.
First of all, we updated the pangasius branding website youreverydayfish.com and added fresh content in the blog and recipe sections. We did so in 5 languages on 5 domains of the website. In order to remain relevant to the target group and maintain a high position in Google, fresh content is key.
Facebook ads for a larger and active fan base
In the social channels we ran a Facebook ads campaign among the targeted food lovers in English speaking target markets. The campaign had 2 components: one was to increase the fan base. The second was to increase engagement. We created attractive 15 second videos and pangasius food pictures and a posting and campaign calendar.
Doubling the number of followers and engagement
In a 4 month campaign period we managed to almost double the fan base to more than 9k followers and we received user generated tips and recipes from all over the world. The interaction went up by more than 154k people reached and more than 70k post engagements.
Time for a panga party to celebrate the results. But not too long… In the next phase, we will concentrate the campaign on Spanish speaking markets and activate the Spanish channels.
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