CASE STUDY

Using PPC To Push Hatfield’s Commercial and Support a Larger Paid Social Campaign

We helped Hatfield® target their high-quality commercial video ad to interested viewers, gaining 702,369+ views and 12.2M+ seconds watched.

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Hatfield® (a Clemens Food Group brand) is a sixth-generation, family-owned American pork producer. The company emphasizes producing high‑quality, flavorful pork that’s easy for families to cook.

THE CHALLENGE

Bringing Momentum to Brand Awareness

Since Hatfield has a B2C focus with no e-commerce storefront, measuring campaign success can be difficult — especially the conversion aspect of an awareness, consideration and conversion campaign.

In cases like these, awareness becomes the most valuable metric. Hatfield’s social media following needed a boost across channels to drive both brand awareness and website traffic, where users could learn more about the company and where to purchase its products.

THE SOLUTION

PPC

Paid Social

Brafton produced and launched a full-scale paid social campaign across Hatfield’s Facebook and Instagram, leveraging a recently-produced commercial to target everyone from foodies to supermarket shoppers and home cooks across mobile devices, desktops/laptops and even smart TVs.

On social, the campaign focused on core aspects of Hatfield’s offerings, including seasonality and original recipes. Our efforts across Hatfield’s social platforms — combined with the brand amplification brought on by the commercial and targeted PPC — enabled us to drive significant awareness that stimulated follower growth and engagement.

THE OUTCOME

High Viewer Count & Video Completion To Bring Home the Bacon

702,369+

video views.

12,219,142+

seconds watched.

67%

video completion rate.

The ad’s 67% video completion rate strongly indicates high engagement and relevance among viewers. Video views and seconds watched also demonstrate that the ad not only reached a broad audience but resonated deeply with them.

Because Brafton’s paid social team had already established a strong presence for Hatfield across their platforms, new customers who saw the ad and visited their profiles were greeted with engaging and informative content that could nudge them further down the funnel.

Brafton’s strategic paid social and PPC efforts brought measurable momentum to Hatfield’s brand awareness goals in the absence of direct e-commerce conversion data, demonstrating the power of targeted content and multimedia storytelling.

Looking to amplify awareness, connect with your audience on the platforms that matter to them and generate measurable engagement through social media and PPC just like Hatfield? Brafton can help.