NBB social media booms under Advanced Biofuel Initiative online outreach

By NBB | September 08, 2011

The main component of the National Biodiesel Board’s newest project, the Advanced Biofuel Initiative, is a comprehensive advertising campaign. The campaign includes a 30-second TV spot, radio and print media ads, and an online outreach campaign.

The online outreach campaign works to complement the other advertising forms as part of the overall campaign goal to establish biodiesel as an advanced biofuel among opinion leaders and likely detractors. The three main components for online outreach are Google, Facebook and targeted blog outreach.

The goals of the online outreach campaign are to drive “Likes” to the NBB Facebook fan page and visits to www.americasadvancedbiofuel.com, the home page for the Advanced Biofuel Initiative campaign.   

During eight weeks of the campaign over the summer, Google AdWord buys resulted in 77,855 impressions and 1,596 click-throughs to the website. Facebook ad buys resulted in 20,873,103 impressions and 5,322 new “likes” on the NBB fan page. Targeted blog ads resulted in 1,438,947 impressions and 1,536 click-throughs to the website.

“To get over 22 million online impressions in just under eight weeks of ads is really impressive,” said Kaleb Little, NBB communications specialist. “Online advertising is a very cost-effective way to complement a traditional advertising campaign and a great way to reach a large audience.”

 One of the biggest changes as a result of the online ad campaign is the makeup of the NBB Facebook fan page. Before the ads began driving traffic the page had around 400 followers. It is now a place where more than 6,000 biodiesel enthusiasts exchange information on a daily basis.

“The Facebook fan page is another opportunity for NBB to get the message out about biodiesel being America’s advanced biofuel to a constantly growing audience,” said Little. “As technology grows, it is increasingly important to have a voice in the online community.”

NBB’s Advanced Biofuel Initiative is designed as a three-year project to establish biodiesel as an advanced biofuel among educated audiences. The project began in January and is slated to run through December 2013.

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