New REAL® Seal Campaign Continues to Grow
September 9, 2013
NMPF continues to create awareness of dairy products – and the REAL Seal itself – through its new social media campaign connecting a new generation of consumers with products that use the Seal.
To date, NMPF has made a significant initial investment to underwrite a variety of promotional activities, including a new website, a new Facebook page, blogger outreach, and a new animated character. This brief video highlights activities already underway, and those planned for the future.
Until last fall, the REAL® Seal website – www.realseal.com – was targeted only at companies using the REAL® Seal to help them learn what they needed to do to qualify for the program. Today, the website is focused on consumers of dairy products and foods with dairy as a significant ingredient. The REAL® Difference for Consumers section tells consumers how to differentiate REAL® dairy products and foods made with REAL® dairy ingredients from imitators. Another subsection provides nutrition information comparing the natural goodness of REAL® dairy products, to the fabricated nutrition of imitators.
In addition, a buyer’s guide will soon be added to the website. All companies using the REAL® Seal will receive a free basic listing, and the opportunity to expand their presence in the Buying Guide. Consumers interested in buying REAL® dairy products, or foods made with REAL® dairy ingredients, will be able to do so by using this Guide.
The REAL® Seal Facebook page — www.facebook.com/REALSealDairy — is reaching consumers, and more importantly, engaging them in why they should buy REAL® dairy products, and foods made with REAL® dairy ingredients. Since the Facebook page was launched in June, it has received nearly 60,000 “Likes.” This is the result, in part, of a paid advertising campaign initially funded by NMPF. The Facebook campaign has also benefited from the strong click-through rate, meaning consumers are continuing on to the REAL® Seal Facebook page rather than simply clicking “Like” on the REAL® Seal ad in their news feeds.
The program user fees being collected will go toward continuing these and other campaign elements, strengthening the connection between consumers and REAL® Seal users’ products. Future program elements will include a national blogger network, a Pinterest presence, email-driven direct marketing, and mobile apps.