With a strong-hold established on the pecan B2B market, the National Pecan Shellers Association (NPSA) looked to Kellen for strategic guidance on marketing pecan consumption directly to the consumer. Kellen dove right in and helped NPSA launch I Love Pecans: a series of online social media pages (Facebook, Twitter and Pinterest) designed to build a branded conversation around the nutritional benefits and overall uses of pecans.
To target the typical pecan end-user, the social media platforms were designed to demonstrate various uses of pecans with recipes, baking tips, random informational tidbits about the pecan industry and advice on how to incorporate pecans into the consumer’s daily diet in a healthy manner. Kellen created a guided experience for followers within the three platforms by posting recipes on Facebook — which would then be reposted to Pinterest — serving as an online storage-house of recipes for I Love Pecan fans, and then encouraging fans to continue their conversation of pecans on Twitter.
To further support the launch of these platforms, a comprehensive Facebook ad strategy was implemented with constant monitoring to achieve optimal results in prime pecan consumer markets. Each month results were assessed and retargeted to continue strong growth results.
The results were phenomenal. In a matter of nine months, the I Love Pecans Facebook page grew to more than 40,000 fans with ad CPA down to 12 cents per click. Engagement dramatically increased across all platforms and spilled over onto the NPSA website. Due to the success of this campaign, NPSA asked Kellen to continue their efforts for the next years moving forward.