Campaign

Metrics
Q1 Reporting Period:
January 1-March 31, 2016

| MAINE LOBSTER + WEBER SHANDWICK

HARVESTORS

DEALERS |
PROCESSORS

DISTRIBUTORS

CONSUMER |
MEDIA | CHEFS

(Out of State
Sales Conduits)

Promoting and Marketing

Maine Lobster by

INDUSTRY STORIES | EXPERTS | INSIGHTS

- Educating: Process,
Sustainability & Seasonality
- Convincing: Taste Difference
- Fueling: Culinary Innovation
- Engaging: Media Storytelling
- Sharing: Compelling Content
Telling our Story Through
-

Social Media Channels

Revamped Website
Media Storytelling
Chef Engagement
Immersive Experiences
Targeted Distribution

DRIVING DEMAND
2

| MAINE LOBSTER + WEBER SHANDWICK

TERMS TO KNOW

OWNED DIGITAL
Reach the amount of individuals that have seen content shared
on MLMCs digital channels (Facebook, Twitter, Instagram, YouTube
and lobsterfrommaine.com).
Community Growth the amount of individuals who have liked or
followed MLMCs digital channels.
EARNED SOCIAL
Mentions the volume of conversations occurring on Facebook,
Twitter, videos and forums that reference Maine lobster or
lobster.
Influential Engagements the volume of journalists, social media
influencers, and top tier chefs who have shared content featuring
Maine lobster or lobster.

Share of voice (SOV) the percentage of overall lobster social

conversation that includes Maine.
EARNED MEDIA
Impressions the amount of individuals who have the opportunity
to see an article placed via media outreach.
Ad Equivalency the total cost of buying the space taken up by an
earned media article, had the articles been an advertisement.
3

| MAINE LOBSTER + WEBER SHANDWICK

EXECUTIVE SUMMARY AND ACTIONABLE INSIGHTS

The year started with growth on all social platforms and significant media traction. A seasonal push around
tails through a dedicated tail-gating program created social and media buzz, helping to elevate awareness
around the offering. Leveraging a real time news story (i.e. fake lobster) created an opportunity to tell the
Maine Lobster story proactively. During the off-season, Maine lobster represented 3.82% of the overall share
of voice in social conversations focusing on lobster. As the season approaches, we expect an increase in
overall lobster and Maine lobster mentions, and an increase in Maines share of voice.

OWNED
DIGITAL*
6,700 total followers
130%
1,061 new followers in Q1

Maine Lobster makes up

3.82% of the general lobster
discussion

1,937 followers
163%
321 new followers in Q1

38 subscribers
100%

EARNED
MEDIA

EARNED
SOCIAL

50 influential engagements
with chefs and media

CHEF
AWARENESS

Secured 45.2MM
impressions with an ad
value of $276K
Wings Dont Mean a Thing! Eat
Lobster at your Super Bowl
Party!
- Cooking Light

Engaged 6 StarChef Rising

Star nominees around Maine
New Shell Lobster

3 new subscribers in Q1

1,754 followers
100%
129 new followers in Q1

LOBSTERFROM
MAINE.COM**

Is your lobster fake? 5 ways to

tell if your food is real - Look for
the words "Maine lobster" on
the menu
- TODAY.com

112,930

Drove chef awareness

around Maine Lobster
through efforts around fake
lobster story encouraging
chefs to ask for MAINE!

visitors

205,847
page views

9,403

Super Bowl Taped Media Tour

aired on 902 local market
stations across the country.

Secured 3 top-tier chefs to

serve as host chefs in Maine
After Midnight key markets

wholesale page views

*Percent change calculated as Q1 2015 vs. Q1 2016. All channels were inactive in Q1 2015.
**LobsterFromMaine.com relaunched in Q2. Year-over-year data will be available in Q2 report.

| MAINE LOBSTER + WEBER SHANDWICK

Owned Digital (Social Channels)

Across social media channels, bold, vibrantly colored images coupled with insider facts drove
an increase in reach and engagement.
Social communities continued to grow organically, with support from routine paid social content
boosts.
Awareness
(Q1 total)

Facebook

Twitter

Instagram

YouTube

Reach

482,360
100%

92,218
100%

N/A

N/A

Content Clicks

2,451
100%

1,437
100%

N/A

N/A

Community
Size

Value
(Q1 total)
Reactions or
Likes

6,700
130%

1,937
163%

1,815
100%

38
100%

1,061
new followers

321
new followers

129
new followers

3
new subscribers

Facebook
27,887
100%

Twitter
398
100%

Instagram
1,952
100%

Facebook

Twitter

3,169 reactions, 480 comments,

449 shares

10 likes, 3 retweets,
41 engagements

Instagram

YouTube

122 likes, 3 comments

781 views, 1 like

YouTube
1
100%

Comments,
Mentions or
Replies

1,639
100%

63
100%

113
100%

1
100%

Shares or
Retweets

3,596
100%

160
100%

N/A

0
100%

Video Views

570
100%

N/A

N/A

520
100%

*Percent change calculated as Q1 2015 vs. Q1 2016. All channels were inactive in Q1 2015.

| MAINE LOBSTER + WEBER SHANDWICK

Owned Digital (Website)

How to content featuring preparation techniques drives the most traffic to the site, with articles like
Steaming Lobster and Boiling Lobster accounting for nearly 40% of pageviews.
Wholesale pages contributed more than 4.5% of overall pageviews in Q1.
LobsterFromMaine.com earns 101% more visits and attracts 138% more new users than fish &
seafood industry benchmarks (as reported by Google). Average time on page within the curve of fish &
seafood industry standards.
Most Visited Site Pages

Overall (Q1 total)

Site Visits

112,930
100%

Pageviews

205,847
100%

Time on Site

1:33
100%

Wholesale Pages (Q1 total)

Pageviews

9,403

Dealer Site
Link Clicks*

2,599

Top Product Searches* (Q1 total)

Live

1,194

Frozen, Raw

473

Tails

407

Frozen, Cooked

396

Bodies

305

Claws/Knuckle

162

51,678 pageviews
5:33 average time on page

Percent change calculated as Q1 2015 vs. Q1 2016.

*Event tracking kicked off 2/15/16, percent change available in 2017.

15,467 pageviews
0:51 average time on page

| MAINE LOBSTER + WEBER SHANDWICK

Earned Social Media

In the off-season, the social conversation focused primarily on industry legislation and the future
of the fishery.
Proactive campaigns helped change the tone of the conversation from political discourse to
consumer friendly use cases for lobster, including Super Bowl and Valentines Day dishes.
Awareness (Q1
total)
Maine Lobster
Mentions
Lobster Mentions

Maine Lobster
Share of Voice (SOV)

Facebook

Twitter

Video

Forums

Trending Topics & Themes

Total

239
92.2%*

5,340
64.7%

15
44.4%

629
0.8%

6,223
10.85%

9,930
100.15%

140,411
55.29%

291
0.48%

12,410
4.93%

163,042
2.35%

Climate Change & Shell Disease

Colorful Baby Lobster Photo
Maine Lobster Licenses

Valentines Day Recipes for

Home Cooks

3.82% of overall lobster conversation

Value

Type

Influential
Mentions, SOV

Maine Lobster
Lobster

Media

Chefs

48 mentions, 17% SOV

2 mentions, 2.4% SOV

281 mentions

85 mentions

Top Maine Lobster Mentions (Calculated by Number of Followers)

If you thought the winter was a slow time in Maine's lobster industry you'd be
wrong! Foreign exports sky rocketing

NECN
67,019 followers

Need a Super Dip for Super Bowl 50? Try This Artichoke and Maine Lobster
Dip http://goo.gl/j7AnqW via @nancyberk

Rashmi Primlani
17,800 followers

Here are some GREAT reasons to eat Maine lobster (as if you needed any... )
http://buff.ly/1TzmZOl

Amy Reiley
17,700 followers

RT @LobsterfromME Fun fact: Maine lobster is considered an aphrodisiac.

https://twitter.co

Aly Walansky
47,900 followers

How did Maine lobster become a Chinese New Year

staple?http://bit.ly/1nN1LBd

PhillyVoice
17,100 followers

Percent change calculated as Q1 2015 vs. Q1 2016.

*In Q1 2015, a significant spike in off-season mentions was driven by a Carnival Cruise Line blogger. With no similar conversation occurring in
2016, Facebook mentioned declined.

Super Bowl & Tailgating Recipes

for Home Cooks
Menu Mentions and Restaurant
Dishes
DIY Recipes for Home Cooks
Growing Demand from Chinese
Market
Promotional / Sales Offers
Restaurants labeling less
expensive ingredients as lobster

| MAINE LOBSTER + WEBER SHANDWICK

Earned Media
Secured 45.2MM impressions with an ad equivalency of $276,000.
Positioned Maine Lobster as a Super Bowl must-have for the perfect tail-gate garnering 5.7MM
impressions.
Leveraged news of restaurants marketing cheap fish substitutes as lobster to create a positive story
around Maine Lobster.

| MAINE LOBSTER + WEBER SHANDWICK

Chef Awareness
Chefs continue to engage with the Maine Lobster story and the sense of place that the product
brings to diners who value sustainably sourced foods.
Using New Shell Maine Lobster as a conversation starter has been hugely effective, generating
both demand for the product as well as excitement for the narrative.
Chef engagement and awareness to increase during summer months when supply is highest driving demand for
Maine Lobster and Maine New Shell Lobster.

#MaineLobster
tail(gate) with
#Foodiechats
drove 1,872
engagements
with 290 chefs
and influential
foodies.

Secured
3 top-tier
chefs in key
markets to
host Maine
After
Midnight
Industry
Events

| MAINE LOBSTER + WEBER SHANDWICK

Technomic Data
Technomic captures restaurant and
menuing data from a variety of upscale, fine
dining and fast casual operators across the
U.S.. Included below are broad scale
menuing trends from Q4 of 2015.
KEY FINDINGS

Lobster is growing as a topping for

entrees as well as a luxury protein for
pastas like mac and cheese or
linguine.
Butter, cream and tomato continue to
be the top flavor pairings in the US,
but new flavor pairing are on the rise
including: tart, gouda, feta,
remoulade, Pico de Gallo and beet.
By advertising Maine lobster,
operators can charge about $6.22
more on average than non-Maine
lobster.
The Northeast menus 14 more
shellfish sandwiches on average than
other region due to a proliferation of
lobster rolls.
This past year Maine Lobster LTOs
peaked in August with the growing
popularity of lobster rolls.
10

| MAINE LOBSTER + WEBER SHANDWICK