JBS Case Study -

Online experiences that enhanced customer relationships.

Challenge

Help a leading processor of beef, pork and prepared foods in the U.S. and Canada to virtually connect to customers and brokers given that in-person proprietary events were cancelled due to COVID-19. The goal was to provide educational information, expert interaction and rewards for loyalty and attendance. The challenge was presented for two very different protein departments (beef and pork) and provided an opportunity to approach the virtual experience in two distinct customized manners.

Strategy

1. Create a community platform for the beef division that accomplished the following:

Expand the reach to customers and brokers beyond what the in-person events provided
Provide on-demand content and educational material for consumption
Launch a series of hosted live events with industry and corporate experts

2. Create a program for the pork division that allowed for personalized virtual experiences for customers that accomplished the following:

Activate the corporate sales team to identify key customer groups to experience an intimate virtual experience
Integrate industry and academic professionals to provide industry updates and trends
Showcase a real time pig carcass breakdown that allowed for audience interaction and learning experiences

Activation

Beefitarian Academy

Internet based learning management system including design, hosting and maintenance
Branding and creative design for website and content
Content creation and cadence of rollout for consumption
Security and privacy protocols to protect proprietary content
Customer database creation and management
Customer communications to engage with on-demand and live content sessions
Live session presenter scheduling, preparation and technica execution
Virtual live event production and management
Merchandise procurement and delivery for academy graduates

Pork University

Branding and creative design for live virtual events and content
Content creation and cadence of rollout for consumption
Live session presenter scheduling, preparation and technica execution
Virtual live event production and management
Multi camera operation for real-time pig carcass carving and instructor interaction
Post event survey and analysis

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Performance

Extended invitations to over

800 customers

for Beefitarian Academy

Increased reach of 266%

for Beefitarian Academy customers

Increased reach of 752%

for Beefitarian Academy grass fed niche customers

Beefitarian Academy retail customers

included 2nd level managers

for education

Maintained 70% engagement

across all Beefitarian Academy participants

93% Very Good
or Excellent rating

by Pork University attendees

93%
of attendees

of Pork University agreed the event was valuable in their overall learning
about the pork industry

Pork University attendees gave

presenters a 100% rating

for being Extremely or Very
Knowledgeable of the content