FEED YOUR FANDOM

OVERVIEW

OBJECTIVE: Create social media posts that support the “Feed Your Fandom” campaign on digital channels.
GOAL: Increase awareness of Feed Your Fandom program on social media channels
DATE: 09/11 – 12/15
BUDGET: TBD

MESSAGING:
Primary: Promotional Messaging
Secondary: Foster Farms has great tailgating food choices that will help feed your fandom.
Tertiary: Foster Farms is the official chicken & turkey sponsor of 49ers

AUDIENCE:
Target Audience: 49er fans, which skews heavily male
Foster Farms Current Audience: Skews female, including moms who have a less interest in sports and higher
interest in food inspiration, party planning, recipe videos, etc.

Our current Foster Farms social media following has an

audience that is distinctly different from the “49ers Faithful
Fan” being targeted for the “Feed Your Fandom” campaign.

Apart from the primary sweepstakes messaging, all supporting

messages will focus on recipes, party-planning ideas, and charitable
causes because recent reports show that our current following is most interested in this kind of content. The
content calendar will be a mix of promotional and value-added posts.
 PAID
STRATEGY
 PAID STRATEGY

WHAT IS THE OVERALL OBJECTIVE FOR USING PAID SOCIAL CONTENT ON FACEBOOK?

• ENGAGEMENT: Get more post engagement page likes, event responses, or offer claims compared to our monthly average.
• TRAFFIC: Send more people to a specific web page or destination on or off Facebook.
• VIDEO VIEWS: Promote videos that show behind-the-scenes footage, customer stories, etc. to raise awareness about your brand.
• REACH: Reach a certain number of people in a retargeted location with the lowest CPM.
• BRAND AWARENESS: Reach people who are more likely to pay attention to your ads and increase awareness for your brand.

HOW THIS WILL BE MEASURED:

• Facebook will provide CPM based upon allotted budget of each ad.
• For testing purposes, we can measure CPM against previous ads/campaigns.

TARGET AUDIENCE:
• 49ers/sports fans: These Facebook ads would capitalize on the excitement/fandom
of 49er fans by highlighting the incentive of winning free 49ers swag. Targeting to this
audience means our message would go out to people who are the most likely to
engage in the campaign and participate in a contest.
CONSIDERATIONS: Targeting a consumer who is outside Foster Farms’ current audience profile could cause a disconnect in the
long run. It will be hard to maintain or reengage sports-centric followers after the campaign because our general messaging is
geared more towards Millennial moms. Targeting this demographic means we would run the risk of attracting an audience that
we can’t maintain.
• Current audience look-alike: These ads would closely reflect our current Foster Farms newsfeed. We could offer tailgating tips like
football party-planning, DIY crafts, and appetizer recipes, ending with a clear call-to-action that invites consumers to participate.
Some posts would highlight the charitable and community benefits of participating.
• CONSIDERATIONS: This audience isn’t the primary 49ers/sports-centric consumer that “Feed Your Fandom” is targeting.
However, there is an opportunity to engage with this audience by giving them content that is useful (e.g., recipes and tips)
and highlighting the free swag and product giveaways. It will also be much easier to reengage with this consumer for the
reasons mentioned above.
 AD & BOOSTED POSTS OVERVIEW

CAMPAIGN AD OBJECTIVE: Reach

LIFETIME BUDGET: $600 total, $300 per ad
POTENTIAL REACH: 78,000 minimally each day
LOCATIONS: Nor Cal Area
AD DATES:

AD1: Wednesday, October 11th - October 25th ( 2 WEEKS)

AD2: Sunday, November 5th - Saturday, November 18th (2 WEEKS)
AD 3: Monday, November 19th – Wednesday, November 29th ( 10 days)

BOOSTED POSTS DATES: ($100 EACH)

POST 1: Sunday, October 8th - Saturday, October 14th

POST 2: TBD
 Boosted Posts

Primary difference between boosted posts vs paid ads:

• Boosted posts live on the Business Facebook Page during and after boost
while Facebook ads do not.
• Boosted posts have less targeting options. It’s the simplest form of advertising
on Facebook).
• Boosted posts are ONLY optimized for better post engagement (not
necessarily higher reach, brand awareness, conversions, etc).
• We have less control over where boosted posts appear and how they
function.

Potential daily reach as of 10/06:

• $25.00: 3,500 – 9,400

• $50.00: 7,200 – 19,000
• $75.00: 9,500 – 25,000
• $100: 14,000 – 38,000
 AD CONCEPTS

1) Tailgating Appetizer Tips

*Promote party appetizer posts

Recipe and party planning ideas offer value to the consumer. Our most recent Foster Farms
social media study revealed that consumers want to be “inspired” by food and suggested we
share more unique recipes ideas.
 AD CONCEPTS
2) Funny Football Interview
What’s your touchdown dance?

What would be your football nickname and why?

 POSTING
CONCEPTS
 PROMOTIONAL CONCEPT

• FOCUS: Branded promotional posts will

speak directly to the sweepstakes in
supporting images and post copy.

• AWARENESS: Branded posts will help drive

awareness of the overall campaign to our
organic audience. Promotional posts would
make up nearly half of the posts created
for the “Feed Your Fandom” campaign.
 PARTY PLANNING CONCEPT

• FOCUS:
Video tutorials or step-by-step posts
that provide creative food inspiration, DIY crafts,
fun party planning ideas, and more Providing food
tips reinforces that Foster Farms
products offer great tailgating food options, which will
inspire the consumer to purchase.

• POSSIBLE POSTS, VIDEOS, AND/OR PINS:

• The Ultimate Spread
• 6 Best Dipping Sauces for Crispy Strips and Nuggets
• 10 DIY Football-Themed Party Ideas
• How to Make a Corn Dog Football Centerpiece
• Corn Dog Spread (e.g., corn dog football players)
• 5 Creative Ways to Use Lunchmeat During Game Day
 Party Planning | Football Party Platter

Football themed turkey Field goal made Party platter Feed Your Fandom logo
sandwiches. out of turkey filled with
deli meat football turkey
sandwiches and
turkey field goals.
 Party Planning | Snack Football Field

Football players made from
corn dog minis and mini bell
pepper as a helmet
Food platter made of lettuce Feed Your Fandom
leaves or broccoli florets. Yard Logo as closing scene.
line created from strips of
popcorn chicken, or rolled up
lunch meat. Sidelines made
from dipping sauces and
football players made from
mini corn dogs.
 Party Planning | Concession Stand

Turkey
Burgers

Corn Dogs

Strips

Party Platter including turkey roll

ups, baked strips & wings.

Create a concession stand made from select

Foster Farms products.
 Party Planning | Snacking Stadium

Baked Nuggets

NAE Sausage
Celery
Sauces
Carrots
Buffalo
wings

Popcorn Chicken

Create a snacking stadium made from select Foster

Farms products.
 CHARITABLE ACTION CONCEPT

• SOCIAL MEDIA CONTENT:

Create posts that highlight charitable
aspect of the Feed Your Fandom
campaign and how it’s benefiting local
food banks.

• RELEVANCY:
A recent Foster Farms study revealed
that our social following is interested
in the community outreach and
charitable work we do. By creating
posts that highlight charitable work,
we are giving the consumer exactly
what they’ve asked for.
 Charitable Post
3) Charitable Posts | Season of Giving
*For every verified entry, a donation is made to a local food bank.

Consumers express a continual interest in understanding the various ways Foster

Farms gives back to the community. Community-based content also receives better
engagement overall than other posts.
CALENDAR
CALENDAR OVERVIEW
 SEPTEMBER

09/01 –
09/02

09/03 –
09/09

09/10 –
09/16

09/17 – POST
09/23

09/24 –
POST POST
09/30

Posting
schedule is
subject to
change
 OCTOBER

10/01 – POST
10/07

10/08 – POST POST

10/14

10/15 –
10/21

10/22 – POST
POST
10/28

10/29–
POST
10/31
Posting
schedule
is subject
to change
 NOVEMBER

11/01 – POST
11/04

11/05 – POST
POST
11/11

11/12 – POST
POST
11/18

11/19- POST POST

11/25

11/26-
POST POST POST
11/30

Posting
schedule
is subject
to change
 SOCIAL
MEDIA POSTS
 POST 1

Buy more to win more! As the official chicken & turkey sponsors for the San Francisco
49ers, we’re giving out 49 daily prizes until November 30th! The grand prize winner
will receive a VIP suite game day experience Click here for more details. LINK
 POST 2

Win one of 49 daily prizes! The grand prize winner will receive a VIP suite game
day experience! For every verified entry we’ll donate to a local food bank. Click
here for details. http://feedyourfandom.com/
 Wednesday, September 27th

TWITTER: Enter for a chance to #win up to 49

daily prizes plus a VIP suite at a #49ers game.
Details here: http://feedyourfandom.com
#FeedYourFandom

Purchase any Foster Farms product & upload

receipt for a chance to win 1 of 49 daily prizes.
For details see http://feedyourfandom.com
#football #FeedYourFandom

FACEBOOK: Enter for a chance to win up to 49 daily prizes plus a VIP suite at a 49ers game.
To participate, purchase any Foster Farms product & submit your receipt to win. Visit
http://feedyourfandom.com for details. #FeedYourFandom

INSTAGRAM: Enter for a chance to win up to 49 daily prizes plus a VIP suite at a 49ers
game. To participate, purchase any Foster Farms product and submit your receipt to win.
Visit http://feedyourfandom.com for details. #FeedYourFandom
#football #49ers #niner #ninerfans #footballfans #chicken #tailgating #party
 Sunday, October 1st

TWITTER: Want #free food & @49ers swag? Enter

for a chance to win 1 of 49 daily prizes!
http://feedyourfandom.com #49ers #niners

You could win a grand prize of one #VIP suite with

the @49ers. See details at
http://feedyourfandom.com #FeedYourFandom

FACEBOOK: Want free food & 49ers swag? Enter for a chance to 1 of 49 daily prizes.
Grand prize winner will get a VIP suite at a 49ers game! To enter, purchase any Foster
Farms product & submit your receipt to win. See details here:
http://feedyourfandom.com #FeedYourFandom

INSTAGRAM: Want free food & 49ers swag? Enter for a chance to 1 of 49 daily prizes.
Grand prize winner will get a VIP suite at a 49ers game! To enter, purchase any Foster
Farms product & submit your receipt to win. See details here:
http://feedyourfandom.com #FeedYourFandom
#football #49ers #niner #ninerfans #footballfans #chicken #tailgating #swag
 Wednesday, October 4th

TWITTER: Win free food & @49ers swag! For

every verified entry, we’ll donate to a #foodbank.
See details here: http://feedyourfandom.com
#FeedYourFandom

Enhance your #gameday experience by winning

free food & @49ers swag. See details here:
http://feedyourfandom.com #tailgate

FACEBOOK: Enhance your gameday experience by winning free food & 49ers swag.
For every verified entry, we’ll donate to a local food bank. Find details here:
http://feedyourfandom.com

INSTAGRAM: Enhance your gameday experience by winning free food & 49ers
swag. For every verified entry, we’ll donate to a local food bank. Find details here:
http://feedyourfandom.com #FeedYourFandom
#football #49ers #niner #ninerfans #footballfans #chicken #tailgating #party
 Sunday, October 8th

TWITTER: Purchase our product at @SaveMart

& enter for a chance to a VIP suite at @49ers
#football game. http://feedyourfandom.com
#FeedYourFandom

Purchase our product @SaveMart & enter to

win 1 of 49 daily #prizes. See details here:
http://feedyourfandom.com
#FeedYourFandom

FACEBOOK: You could win a VIP suite at a 49ers football game! For every verified
entry, we’ll donate to a local food bank. Purchase our product @SaveMart & enter for
a chance to win here: http://feedyourfandom.com #FeedYourFandom

INSTAGRAM: You could win a VIP suite at a 49ers football game! For every verified
entry, we’ll donate to a local food bank. Purchase at @SaveMart & enter for a chance
to win here: http://feedyourfandom.com #FeedYourFandom
#football #49ers #niner #ninerfans #footballfans #chicken #tailgating #party
 Wednesday, October 11th

TWITTER: Win a free @49ers VIP suite! Purchase

at @Safeway & enter #FeedYourFandom
#Sweepstakes when you visit
http://feedyourfandom.com

Want #free @49ers swag? Purchase our product

at @Safeway & enter #FeedYourFandom
#sweepstakes when you visit
https://buff.ly/2fJFXUL

FACEBOOK: You could win a free @49ers VIP suite when you enter the #FeedYourFandom
Sweepstakes. Purchase at @Safeway and find more details here:
http://feedyourfandom.com

INSTAGRAM: You could win a free @49ers VIP suite when you enter the #FeedYourFandom
Sweepstakes. Purchase at @Safeway and find more details here:
http://feedyourfandom.com
#football #49ers #niner #ninerfans #footballfans #chicken #tailgating #party #vip
 Sunday, October 15th

TWITTER: Watch a @49ers game from a VIP suite for free!

Purchase at @Safeway & see details here:
http://feedyourfandom.com #football

Enter for a chance to win the grand prize of a VIP Suite at a

@49ers game! Visit @Safeway & see details here:
http://feedyourfandom

FACEBOOK: Watch a @49ers game from a VIP suite for free! Enter the #FeedYourFandom
Sweepstakes for a chance to win the grand prize. Purchase at @Safeway & submit your proof of
purchase at: http://feedyourfandom.com

INSTAGRAM: Watch a @49ers game from a VIP suite for free! Enter the #FeedYourFandom
Sweepstakes for a chance to win the grand prize. Purchase at @Safeway & submit your proof of
purchase at: http://feedyourfandom.com
#football #49ers #niner #ninerfans #footballfans #chicken #tailgating #party #vip
 Wednesday, October 18th

TWITTER: Win 1 of 49 daily prizes such as @49ers

merchandise or Foster Farms products. Purchase at
@Safeway & see details here http://feedyourfandom.com

Enter #FeedYourFandom sweepstakes for a chance to win

1 of 49 daily prizes. Purchase at @Safeway & see details
here http://feedyourfandom.com

FACEBOOK: Win 1 of 49 daily prizes such as @49ers merchandise or Foster Farms

products. Purchase at @Safeway & see details here: http://feedyourfandom.com

INSTAGRAM: Win 1 of 49 daily prizes such as @49ers merchandise or Foster Farms

products. Purchase at @Safeway & see details here: http://feedyourfandom.com
#football #49ers #niner #ninerfans #footballfans #chicken #tailgating #party #vip
 Sunday, October 22nd

For every verified entry, we’ll donate to a local

#foodbank. Purchase at @Safeway & enter for a
chance to win: http://feedyourfandom.com

We’ll donate to a local food bank each time you

enter #FeedYourFandom. Purchase at @Safeway
& see details here: http://feedyourfandom.com

For every verified entry, we’ll donate to a local foodbank. Purchase @Safeway for a
chance to win 1 of 49 daily prizes & enter for a chance to win here:
http://feedyourfandom.com

We’ll donate to a local food bank each time you enter #FeedYourFandom. Purchase at
@Safeway & see details here: http://feedyourfandom.com #football #49ers #niner
#ninerfans #footballfans #chicken #tailgating #party #vip
 AD | Wednesday, October 11th - October 25th ( 2 WEEKS)

Football-shaped turkey sandwiches add creativity to any tailgating party! Make this
easy appetizer & purchase Foster Farms Deli Meat at @Safeway for a chance to win
one @49ers VIP suite or other prizes. See details here: http://feedyourfandom
 BOOSTED POST | Wednesday, October 25th

FAEBOOK: If you’re looking for

an easy and creative tailgating
snack, try this edible field goal.
Purchase Foster Farms Deli meat
for a chance to win a 49ERS VIP
suite. See details here:
http://FeedYourFandom.com
PINTEREST: If you’re looking for an easy and
creative tailgating snack, try this edible field
goal. Find more delicious tailgating recipes at
http://FosterFarms.com
 Sunday, October 29th

Enter for a chance to win 1 of 49 daily prizes. Purchase at @Safeway & see
details here: http://feedyourfandom.com
 Wednesday, November 1st

Want free @49ers swag? Purchase our product at @Safeway & enter Feed Your Fandom
sweepstakes when you visit http://feedyourfandom.com
 Sunday, November 5th

BUY Foster Farms product at @Safeway, TEXT, and you could WIN 1 of 49 daily prizes!
See details here: http://feedyourfandom.com
 AD | Sunday, November 5th

FACEBOOK: Snack your way to

victory when enter the Feed Your
Fandom sweeptakes. Buy Foster
Farms product at @Safeway, text
& win 1 of 49 daily prizes! See
details here:
http://feedyourfandom.com
PINTEREST: Snack your way to victory when enter
the Feed Your Fandom sweeptakes. Buy Foster
Farms product at @Safeway, text & win 1 of 49
daily prizes! See details here:
http://feedyourfandom.com
 Wednesday, November 8th

Enhance your #gameday experience by winning free food & @49ers swag. See
details here: http://feedyourfandom.com #tailgate
 Sunday, November 12th

Spice up your next tailgating party with our Hot Wing & enter for a 49ers
VIP Suite. See details here: http://feedyourfandom.com
 AD 3 | Monday, November 19th - Wednesday, November 29th

Win prizes worth dancing for! BUY Foster Farms product at @Safeway, TEXT, and you
could WIN 1 of 49 daily prizes! See details here: http://feedyourfandom.com
 Wednesday, November 15th

BUY Foster Farms product at your local retailer, TEXT, and you could WIN 1 of 49 daily
prizes! See details here: http://feedyourfandom.com
 Sunday, November 19th

Purchase Foster Farms Fresh Chicken for a chance to win one of 49 daily prizes until
November 30th! The grand prize winner will receive a VIP suite! Visit
http://feedyourfandom.com for details.
 Wednesday, November 22nd

What would be your football name? Share your nickname below then BUY Foster
Farms product, TEXT, and enter for a chance to WIN 1 of 49 daily prizes. See details
here: http://feedyourfandom.com
 Sunday, November 26th

The last chance to enter and win prizes including a free V.I.P. Suite is this
Thursday, November 30th Visit http://feedyourfandom.com for more details.
 Thursday, November 30th

Today is your last to enter to win prizes, including a V.I.P. suite at a 49ers football
game. Enter now! See details at http://feedyourfandom.com