Meatless Monday: Marketing a Lifestyle
Access Type
Open Access
Entry Number
1
Start Date
4-5-2017 12:00 PM
End Date
4-5-2017 1:00 PM
Abstract
In 2003, a public health campaign named Meatless Monday was launched. In the past 13 years, the campaign has continued to grow and evolve and become a worldwide phenomenon. This paper analyzes the social media marketing and public relations trends of the campaign over the past year. Without a specific product being offered, rather a lifestyle change that consumers need to buy into, little research has been done on how the campaign has reached audiences effectively. Research questions seek to determine what type of content creates the most consumer engagement on social media platform Facebook. The study found that out of video, image, third-party links, and Meatless Monday page links, image based content received the most user engagement. Recommendations for improving the social media strategy include implementing a regular infographic campaign and increasing consistency among posting.
Faculty Mentor(s)
Dr. Kicklighter, Professor Whitehouse, Dr. Langett
Meatless Monday: Marketing a Lifestyle
In 2003, a public health campaign named Meatless Monday was launched. In the past 13 years, the campaign has continued to grow and evolve and become a worldwide phenomenon. This paper analyzes the social media marketing and public relations trends of the campaign over the past year. Without a specific product being offered, rather a lifestyle change that consumers need to buy into, little research has been done on how the campaign has reached audiences effectively. Research questions seek to determine what type of content creates the most consumer engagement on social media platform Facebook. The study found that out of video, image, third-party links, and Meatless Monday page links, image based content received the most user engagement. Recommendations for improving the social media strategy include implementing a regular infographic campaign and increasing consistency among posting.