Tyson

Tyson worked with IZEA to reach parents and millennials looking for easy-to-replicate, affordable and delicious recipes that will ultimately become staple items in their weekly grocery shopping trips.

To increase awareness and purchase consideration of various Tyson products in different markets, this campaign focused on three retailers: Walmart, Publix and Meijer.

Scope
Managed Sponsored Social
Promoted Posts
Content Repurposing

KPIs
Awareness/Impressions
Engagement Rate
Clicks

Tyson worked with IZEA to reach parents and millennials looking for easy-to-replicate, affordable and delicious recipes that will ultimately become staple items in their weekly grocery shopping trips.

To increase awareness and purchase consideration of various Tyson products in different markets, this campaign focused on three retailers: Walmart, Publix and Meijer.

Scope
Managed Sponsored Social
Video Production
Content Repurposing

KPIs
Awareness/Impressions
Engagement
Clicks

Jennifer Stevens IZEA

Jennifer Stevens
Account Director

Julia Paciga IZEA

Julia Paciga
Senior Campaign Manager

IZEA

Influencer Marketing Experts

Our influencer marketing strategies and shoppable integrations provided Tyson a 3.32x ROAS with over 13,000 social-to-cart transfers.

Walmart logo

Inspired by Cinco de Mayo, influencers created recipes using TortillaLand tortillas to demonstrate the product’s ease-of-preparation, superior taste and availability at Walmart.com.

Platforms
Instagram
Facebook
Pinterest

julie deily influencer

Julie Deily
@thelittlekitchn

30K+
Followers

rachael influencer

Rachael
@ezpzmealz

40K+
Followers

jehan powell influencer

Jehan Powell
@jehancancook

42K+
Followers

559K

TOTAL ENG

17K

TOTAL CLICKS

4.9M+

TOTAL REACH

11.3%

ENG RATE

559K

TOTAL ENG

17K

TOTAL CLICKS

4.9M+

TOTAL REACH

11.3%

ENG RATE

tyson grilled and ready chicken breast strips
tyson tortillaland tortilla
tyson tortillaland tortilla

Campaign engagement was extremely high, driving strong brand awareness and click-throughs to the SmartCommerce experience, where shoppers could add TortillaLand tortillas directly to their Walmart carts with just one click.

The campaign’s messaging and timing resonated strongly with consumers, as we drove a 3.32x ROAS with over 13k product to cart transfers.

Click2Cart Commerce

Click2Cart is operated by SmartCommerce and is a one click, direct to cart shopping experience for social media.

smartcommerce logo

Click2Cart Commerce

Click2Cart is operated by SmartCommerce and is a one click, direct to cart shopping experience for social media.

smartcommerce logo

Positive Purchase Intent

Looking at the positive purchase intent from these posts we can see that the influencer’s audience is engaged and moving lower in the funnel.

publix logo

Influencers were encouraged to develop two recipes using select Tyson products purchased at Publix Super Markets. In two sets of posts, influencers shared a variety of ways to enjoy the Tyson portfolio while promoting food to “feel good about.”

Platforms
Instagram
Facebook
Pinterest

tabitha blue influencer

Tabitha Blue
@tabithablue

42K+
Followers

niccole mucci influencer

Niccole Mucci
@multiculturalmaven

46K+
Followers

lindsay satmary influencer

Lindsay Satmary
@paperclipsandconfetti

20K+
Followers

48K+

TOTAL ENG

11K+

TOTAL CLICKS

10M+

TOTAL REACH

$.62

CAMPAIGN CPE

48K+

TOTAL ENG

11K+

TOTAL CLICKS

10M+

TOTAL REACH

$.62

CAMPAIGN CPE

tyson publix meal dinner lunch
tyson publix groceries chicken
tyson publix chicken kitchen woman cooking

IZEA over delivered on all aspects of the campaign, particularly paid media. The two-part content series kept the audience engaged and the campaign’s timing–following the holiday and heading into the “new year, new you” mentality–was excellent.

Positive Purchase Intent

Examples from an engaged audience that is now interested in the product.

tyson walmart positive purchase intent
meijer logo

Our activation with Tyson and Meijer asked two influencers to choose between the cheddar and sausage varieties of Jimmy Dean Omelet Minis while positioning the product as the perfect breakfast option that’s ready in seconds and great for families on-the-go.

Platforms
Instagram
Facebook
Pinterest

melissa influencer

Melissa
@bubbyandbean

24K+
Followers

desirae barnett influencer

Desirae Barnett
@desiraeathome

33K+
Followers

6

PCS OF CONTENT

29K+

TOTAL ENG

5K+

TOTAL CLICKS

3.9M+

TOTAL REACH

6

PCS OF CONTENT

29K+

TOTAL ENG

5K+

TOTAL CLICKS

3.9M+

TOTAL REACH

tyson meijer mini bowl blueberry bag fork
tyson meijer mini bowl fruit girl woman mom bag fork
tyson meijer mini bowl kids mom

Although product-focused images are typically favored by brands, including a lifestyle element–like this influencer did–encourages higher engagement. Requesting carousels from influencers allows us to promote images with paid media, appealing to brand requirements while using lifestyle images.

Positive Purchase Intent

Examples of feedback from the audience, who are now interested in this product.

meijer purchase intent

Insights & Leanings


Since the COVID-19 crisis began, an estimated 50% of all US consumers have now grocery-shopped online, a 40% increase over last year. And the shift is likely here to stay, even after quarantines are lifted. eMarketer predicts the COVID-19-led adjustment will “cause a lasting step change” in grocery e-commerce. Shoppers who’d never tried buying groceries online will become more comfortable with the habit. As work life and home life have blurred, people on Pinterest (and beyond) are seeking no-fuss ideas for meals. Last year searches for “quick easy meals for dinner” increased 153% over the previous month.


Influencer strategy is continuously evolving to adapt to platform trends, user preferences, and campaign performance where we analyze data against internal benchmarks and optimize for future Tyson programs. Recipe videos and carousel posts shared across Instagram, Facebook, and Pinterest have been highly effective at inciting user interest and driving traffic to product and digital offer landing pages.

Reaching Parents and Families That Are Looking for Easy Meal Solutions.

Running campaigns across multiple retailers with varied targeting and campaign flights has helped the IZEA and Tyson teams to identify key social user and platform insights to replicate for future efforts. By being creative with platform strategy and analyzing consumer behavior, we have consistently improved KPI performance while delivering campaigns that resonate with audiences.

IZEAx Unity Suite was used by IZEA’s managed services team to manage the three Tyson campaigns. Features used to run the campaigns include: Discover, Engage, Create, Transact, Distribute, and Measure.

Talk with our influencer marketing experts.