NOA Goes Social During Pandemic

May 5, 2020

The COVID-19 pandemic played havoc on a lot of onion farmers.

When the National Onion Association (NOA) learned of the trouble many of their growers had with unloading onions previously earmarked for food service, they sprung into action, creating social media posts to alert people to the benefits of buying colossal onions.

Facebook post:

The boosts shown above really helped the “home blooming” ad spread through the internet.
Notice 12,556 total people reached (that’s paid and organic), 1,829 engaged with the ad (either by commenting or clicking the ad to get the recipe). The “boost” paid for the 8,100 people reached, so it had a bit of a life of its own growing to 12,556.

Instagram posts:

NOA put three posts up on Instagram, boosting only the one above, which got 251 “Loves.” It had 341 impressions, 3 profile visits and 1 website click.

NOA says that Instagram is a harder animal. An important thing to note about Instagram is that you’re not rewarded in the Instagram algorithm for the AMOUNT of posts, like other platforms. This platform prefers quality over quantity, so by posting closely together, you could be stealing your own thunder. They took a bit of a chance on their Instagram posts because of the timing of the situation.

The other two Instagram posts are below:

The Onion Ring post was loved 17 times. It was shared twice, had 323 impressions, and earned us one profile visit.
The Home blooming post was loved 21 times; 333 impressions and resulted in 3 profile visits and 3 website clicks.

Analytics tell the story

As a result, new users accessing the NOA website shot up considerably: Google Analytics shows new users surpassed 75,000 from March 5 to April 21.
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