The Coalition for Sustainable Egg Supply wanted to share research information about types of housing used for hens. They needed a way to connect with consumers and provide an inside look at barns and how hens are cared for on the farm. How could the coalition reach urban consumers with information about farming?
Animal well-being is something that people care about. They want to know that their eggs come from animals who are being properly cared for. The types of housing for hens is a topic that consumers are aware of because cage-free eggs are more widely available and promoted at stores and restaurants.
The Coalition for Sustainable Egg Supply conducted a comprehensive study that analyzed different types of housing. The coalition wanted to share the information from this study in a way that consumers could understand.
Engaging with influencers is one of the most effective ways to communicate a credible message. We determined that a “happy hour” would be the best venue to connect with influencers. First, we coordinated with the farm family where the study was conducted. A video crew visited the farm where they interviewed several members of the family and created a 20-minute video that showed the hens, barns, and how the eggs are sorted and put in cartons. We also designed infographics that presented some of the more complex information in an easy to understand format.
We engaged with influencers in two cities, Cincinnati and Milwaukee. In each city, we worked with a leader influencer who helped us connect with six to eight other bloggers.
At each happy hour, we invited the influencers to a local restaurant where they met two members of the farm family and one scientist who studies hen housing. During the event, we played the video, then invited the bloggers to ask questions in a round-table discussion.
The intimate happy hour setting fostered relationships with the influencers. It was a cost-effective way to reach a number of bloggers in different cities who would not have been able to participate in full-scale tour. Several positive blog articles were written, social media posts created and a network established for future events.