GOED

Leveraging Consumer Insights to Drive Meaningful Omega-3 Content Engagement

An insights-driven social media strategy helped GOED connect with consumers around health topics tied to the benefits of omega-3s, more than doubling engagement goals and increasing traffic to educational resources, work that earned a PRSA Bronze Anvil Award.

Challenge

GOED, the global membership association for EPA and DHA omega-3s, sought to increase consumer awareness and understanding of the important role these nutrients play in heart, brain, eye and maternal health.

With consumers encountering an overwhelming amount of health and nutrition information, GOED needed compelling ways to make science-based omega-3 education relevant, accessible and engaging throughout the year.

Strategy

Using insights from previous content performance, audience data and new scientific research, Linhart identified four opportunities to engage consumers with information on EPA and DHA omega-3 health benefits, recommended intake and sources: Mental Health Awareness Month, Breastfeeding Month, the connection of dosage to heart health, and National Seafood Month.

The resulting social strategy combined relevant educational content, engaging visuals and targeted paid promotion to reach priority audiences, encourage meaningful interaction and connect consumers with additional resources.

Execution

Linhart created and executed four integrated social media campaigns featuring customized educational content tailored to each topic and audience.

Campaign elements included:

Original videos, GIFs and infographics that translated complex omega-3 research into accessible, engaging content.
Timely health and nutrition messaging, including practical seafood preparation tips, maternal and brain health information, and emerging heart health research.
Interactive polls and giveaways designed to encourage consumer participation.
Targeted Facebook advertising, with ongoing performance monitoring and adjustments to audiences, budgets and creative content to maximize results.

8,000+

website clicks to AlwaysOmega3s.com

93,000+

consumer engagements

PRSA Bronze Anvil award in the Facebook Engagement category

Results

The campaigns significantly exceeded engagement and website traffic goals while delivering cost-efficient results.

93,000+ consumer engagements, more than doubling the campaign goal of 40,000.
8,000+ website clicks to AlwaysOmega3s.com, exceeding the goal of 3,300.
$0.24 average cost per engagement, outperforming reported industry benchmarks of $1.06 for health and $1.32 for education.
Earned a national PRSA Bronze Anvil Award in the Facebook Engagement category.
Earned a PRNEWS Digital and Social Media Awards Honorable Mention.

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