GOED, the global organization for EPA and DHA omega-3s, seeks to 1) educate consumers about the importance of EPA and DHA nutrients for heart, brain, eye and maternal health, and 2) drive increased consumption of EPA- and DHA-rich foods like fatty fish and supplements. To achieve these goals, GOED continually shares fact-based information about EPA and DHA omega-3s and promotes positive omega-3 research.
GOED tasked Linhart PR, its national consumer communications partner, with finding opportunities to successfully engage consumers in the details about the key health benefits of EPA and DHA omega-3s.
Linhart PR proposed a robust social media strategy, including four key moments throughout the year that would appeal to consumers and communicate the importance of consuming EPA and DHA omega-3s. These moments included: 1) May Mental Health Awareness Month, 2) August Breastfeeding Month, 3) New GOED-funded research published in September on increased omega-3s dosage for top heart health, and 4) October Seafood Month.
To determine the timing and content for the campaigns, Linhart PR: 1) Analyzed previous post performance and found brain/mental health posts were some of the most popular, driving the May Mental Health tie; Breastfeeding Month was a perfect way to connect with moms who preferred customized content; and recipes and food images received high interest and engagement, items to focus on during Seafood Month; 2) Tested and monitored overall Facebook ad performance to understand and integrate trends; and 3) Examined the GOED-funded research – published in Mayo Clinic Proceedings – that found a minimum of 1,000mg of EPA and DHA per day reaps the most heart health benefits, to determine how to best communicate findings to consumers.
Each seasonal campaign included:
Linhart PR ultimately secured more than 93,000 total Facebook engagements across all four campaigns, exceeding industry benchmarks for cost per engagement and far outperforming the 40,000 total engagements campaign goal.
Additional wins included: