Farmer-owned since 1921, Land O’Lakes, Inc. is one of the world’s premier agribusiness and food companies. The Fortune® 200 co-op has partnered with Emplifi since 1998 to help manage consumer engagement while keeping its more than 95-year commitment of providing members with a strong, collective voice, access to the marketplace, and technological support. Land O’Lakes integrated the Emplifi social media monitoring software, Emplifi Social Engage, into its comprehensive CRM to capture invaluable consumer feedback, sentiment, and trends.
Bringing Test Kitchen experts to new households everywhere via live video
The Land O’Lakes Test Kitchen is a team of experts who offer inspiration, innovation, and a passion for good food through recipes, nutritional information, and cooking tips. Land O’Lakes wanted to capitalize on Facebook’s new live streaming feature and conduct their first-ever Facebook Live event, connecting their team of Test Kitchen experts with Facebook fans everywhere ahead of the biggest football game (and party planning event) of the year. Land O’Lakes wanted to bring these experts to loyal snack makers and millions of potential new food-loving fans through Facebook Live’s News Feed. The brand needed to make sure their team would be able to interact with fans in real-time to share demonstrations of their most-pinned recipes, menu prep ideas, suggestions for staging, and more.
Connecting with customers in real-time
Land O’Lakes’ Consumer Affairs team turned to their long-time technology partner for the 30-minute video segment. Emplifi Social Engage's flexibility allowed Land O’Lakes to listen to, monitor, and engage with viewers during the live event, connecting their social media agency team and Test Kitchen experts to the fans in real-time.
Land O’Lakes wanted to make sure they would be able to capture questions and comments from viewers and provide answers and suggestions during the broadcast. Emplifi conducted several tests to measure response time, question and comment presentation, and real-time reply capabilities in preparation for the event. The event was streamed live to the company’s Facebook fans using the #gameday hashtag and cross-promoted on the @LandOLakesKtchn Twitter account.
"Emplifi Social Engage helps us develop deeper consumer relationships with our brands and serve new fans and followers," said Vicky Cherne, Manager of Consumer Affairs & Customer Concerns. "Plus, we get lots of praise for our responsiveness. Consumers are always surprised at the speed—typically 15-20 minutes—with which we respond."
Land O’Lakes' favorite game day recipes reach over 26K views with help from Emplifi Social Engage
The initial venture into live video was a success, with more than 100 viewers given the opportunity to interact live with Test Kitchen experts during the broadcast. The video has since reached over 26K views. All consumer interaction from the segment was seamlessly integrated into the Land O’Lakes CRM, Emplifi Agent, allowing them to continue engaging with their consumers after the event.
Emplifi provided a platform for Land O’Lakes to open a new channel to communicate with loyal consumers and extend their reach to new audiences. Land O’Lakes now knows they can depend on Emplifi Social Engage to help bring their Test Kitchen program to new households via live video, providing new opportunities for future engagement with consumers everywhere.
"Since beginning our relationship with Emplifi in 1998, we’ve seen an increase in the number of customer contacts we receive," added Cherne. "We integrated Emplifi Social Engage to our platform in 2015 to connect personally with consumers using their preferred channel and as a result, our internal team and our business partners are even more agile in responding to our consumers via social media."
The takeaway
With the Emplifi product suite, Land O’Lakes can capture consumer feedback and personally connect with its customers. Their first live video event generated thousands of viewers and seamless interactions with the audience.
Are you ready to capture valuable customer data from your live streaming events? Schedule a demo with an Emplifi expert today.
