Social Media
The Foreign Agricultural Service (FAS) of the United States Department of Agriculture (USDA) is a government agency tasked with promoting trade in U.S.-origin foods, beverages, agricultural goods, fish, and forestry products. FAS/USDA is represented in Japan by the Office of Agricultural Affairs and the Agricultural Trade Office (ATO) at the U.S. Embassy in Tokyo and the U.S. Consulate General Osaka-Kobe. ATO works directly with U.S. companies and USDA cooperators to help them with exposure and tools needed to position themselves successfully to export to Japan.
The Agricultural Trade Office (ATO) at the U.S. Embassy in Tokyo works directly with U.S. companies and USDA cooperators to successfully export to Japan. To achieve its mission, the ATO needs to target specific users via social media, monitor and evaluate performance, and maintain a sustainable online presence.
BLN24 developed a comprehensive social media strategy to achieve the project goals, which included:
- Creating the brand from the ground up (brand name creation & visual identity)
- Publishing food and agriculture-related content
- Building audiences to promote U.S. agricultural exports
- Developing a system for ATO to manage and target users
BLN24 used Instagram to target cooperators, state and regional trade groups, and exporters to effectively promote U.S. agricultural exports in Japan. Our team also used social media analytics tools to monitor and evaluate performance, resulting in an increased online presence.
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