The campaign will utilize Facebook, Twitter, and Instagram to increase awareness to the challenges bees face. By posting primarily about bees on preexisting National Geographic social media channels, and linking all these posts to newly created #BetterBees initiative, the audience of National Geographic will increase. #BetterBees will track audience involvement with posts through Google Analytics. The campaign will also use the software HootSuite to plan posting times so that postings across social media accounts will be consistent every day.
National Geographic currently has 44 million Facebook likes, 16.4 million Twitter followers, and 73.5 million followers on Instagram. The #BetterBees campaign aims to increase the Facebook page followership to 50 million likes, the Twitter followership to 20 million users, and the Instagram account followership to 76 million users. Instagram post likes range from 300k to 800k, and the #BetterBees campaign aims to raise annual post likes to 600k.
Instagram will be used as the primary story sharing platform for the campaign. On this account, short stories from beekeepers across the country will be posted along with a variety of images of bees (both healthy and sick) along with uniquely #BetterBees branded honey, and the National Geographic Instagram biography will include a link to the website selling honey for the duration of August.
Honey will be available for purchase online through a marketplace that allows customers to buy honey by the state it is produced in. Though customers will be able to buy whichever state's honey they choose, #BetterBee will explain the significance and benefits behind buying honey produced in one's state of residence. #BetterBee will partner with beekeeping communities in target states. Each jar of honey will have unique information about bees in the home state.
#BringBackTheBees is Cheerios' current campaign attempting to bring attention to how dramatic the death of worldwide bee populations is. Their campaign is centered around removing the cartoon bee from their cereal box, which leads audiences to look for more information on why Cheerios would do such a thing. Attempting to have participants plant more flowers for bees across the country, Cheerios have distributed 1.5 billion wildflower seeds to participants who signed up online. Cheerios is unfortunately receiving bad press for this marketing plan because the seed packets distributed contain plants that are invasive to some areas, which can be bad both for the areas the invasive seeds are planted and for the bee populations in those areas who are not used to a newly introduced plant.
Their website explains what the world would be like without bees and what participants can do to help. They have youth ambassadors, a photo gallery, fun bee facts, and a TED talk on their website. Cheerios has also utilized their Facebook page by changing their header and profile images to reference the campaign.
#BetterBees HoneyGRAM Contest
The Honeygram contest is the primary method of increasing audience participation in the social media campaign. To participate, an audience member is first required to purchase #BetterBees honey from the #BetterBees marketplace, which returns profits to local beekeepers and varroa virus research.
After someone purchases #BetterBees honey, he/she will be able to participate in the Honeygram contest. To be entered to win a weekly prize of a tour of a local bee farm and August's issue of National Geographic, a person must post how they have used their #BetterBees honey on Instagram with both the hashtags #BetterBees and #NatGeo.
The winner of each week will get a prize of a tour of a honey farm and August's issue of National Geographic. One grand prize winner will get a a tour of a local bee farm, a Canon Mark IV Camera, and a photography session with a National Geographic photographer.