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


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
@thelittlekitchn
30K+
Followers

Rachael
@ezpzmealz
40K+
Followers

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



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.

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

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.


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
@tabithablue
42K+
Followers

Niccole Mucci
@multiculturalmaven
46K+
Followers

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



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.


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
@bubbyandbean
24K+
Followers

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



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.

Insights & Learnings
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.