American Egg Board: OmniearnedID “Cracks” the Code on Measuring Return on Influence

American Egg Board (AEB), an organisation representing egg farmers across the US, increased egg sales with its influencer campaign.

Situation Analysis

American Egg Board (AEB) represents egg farmers across the United States with the mission to help increase demand for eggs. One of the challenges AEB faced as a commodity board was a lack of access to internal sales data. As a result, the board was relying on third-party data and consumer research to understand consumption behaviors. The board also lacked a tool to directly measure whether its earned media campaigns were driving usage and sales of eggs. While eggs are consumed year-round in most American households, Easter and Passover mark the industry's second biggest selling season.

Yet the...

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