The Baconeers, from the National Pork Producers Council
kglobal agency, as a Digital Account Supervisor
The National Pork Producers Council (NPPC) is a trade association representing America’s pork industry. NPPC wanted to capitalize on the “bacon craze” that was sweeping across America in 2013 to recruit, engage, and activate a new coalition of citizen-advocates in non-traditional geographies.
WHAT DID I DO?
- The online community of "The Baconeers" was created as a vehicle to drive engagement with NPPC’s objectives and messaging with our target audience, with the ultimate goal of activating these bacon-loving consumers to become “lite” grassroots activists for the National Pork Producers Council.
- The community was supported by digital assets in the form of a website, Facebook page, Twitter account, and an Instagram profile, as well as an email list.
- The Baconeers community reached over 160,000 bacon-lovers across Facebook, Twitter (X), and email. The community was so successful that NPPC is considered repurposing it from an advocacy tool to a marketing tool for its members, in a nod to its qualified, organic, and active status.