Make Something. Better. #madebysway

Good is What We Do

When Smithfield Foods’s large-scale commitments to sustainability were going unnoticed by external audiences, we helped them make good on their great work, generating 144 MM+ impressions across 9 states.

Serving up sustained success.

To add some sizzle to their sustainability initiatives, Smithfield partnered with Sway to create a highly-targeted omnichannel campaign that underscores their commitment to the sustainability of their people, their customers, their animals, and the communities in which they operate.

Good people, great stories.

Launched in late September of 2021, the Good Is What We Do campaign showcases real employees, from C-Suite to line workers, sharing stories of Smithfield’s focus on topics like the environment, worker health and safety, animal care, community involvement, recruitment, and more.

Media, optimized to perfection.

Behind a creative mix of social, display, SEM, video pre roll, tv, and out-of-home, Sway developed a data-driven media strategy anchored by locality — categorizing spend allocation in a tiered approach based on the market’s importance to the brand — and calibrating the number of creative messages and frequency against the same logic.

Making good with decision makers.

Using historical location data from when legislators were in session, we targeted these niche markets in Washington D.C. and in the capitals of states in which Smithfield operates with tactics such as point-of-interest targeting, mobile drive ID data, and geofencing to sow goodwill about Smithfield with those decision makers.

Display that works.

Good Is What We Do is not just building awareness for Smithfield’s sustainability efforts - it’s increasing new hire prospects as well with 5,500+ job applications in the midst of a national worker shortage.

People. Love. Bacon. (and Smithfield)

The social response to the campaign has been astounding, with nearly 800 comments on ads that are 98% positive and allowing for increased brand equity through responsiveness and communication with the community.

We smoked industry benchmarks.

With nearly all campaign metrics of engagement and action continuing to perform at least four times better than average industry benchmarks, the Good Is What We Do Campaign’s had a pretty good run for the nation’s leading pork producer.

Project Highlights

Good First Impressions

To date, Good is What We Do has delivered 144 MM+ impressions and 331K clicks at a .6% CTR.

Good Engagement

Making a positive impact on communities and legislatures with 12 MM+ engagements at only .16 cent cost-per-engagement.

Good Converstions

Visitors to the campaign site are hungry for more, with 180K+ conversions on landing pages at an $11 cost-per-conversion.

Good Views

We’re keeping our audience, and engagement, full with 8 MM+ completed in-platform video views boasting a 24%+ completion rate.