USA Rice Instagram Campaign Urges Everyone to Have a Healthy Heart

Instagram-post for Heart-Health-Month-Campaign with ingredients for sushi donuts displayed on white table: bowl of rice, colorful veggies & an instamatic camera
Heart healthy donuts - yes!
Mar 16, 2018
ARLINGTON, VA – In February, USA Rice partnered with 12 social media influencers in honor of American Heart Health Month to promote the health benefits of U.S.-grown rice.  This strategy used visual storytelling via Instagram to raise awareness and highlight the significant role U.S.-grown rice can play in attaining or maintaining a healthy heart.

Each influencer created a unique Instagram post featuring a rice recipe accompanied by one recipe image and a video guiding viewers through the recipe.  To further increase exposure, the posts were pushed out via each influencer’s social channels including Facebook, Twitter, Pinterest, and blogs.  The posts were amplified by USA Rice on Facebook and Instagram.

The campaign concluded with 583 rice recipe posts all with U.S.-grown rice messaging.  Together, the recipe posts and videos created more than 10.5 million impressions and 51,778 interactions.  The campaign saw an engagement rate of 12.5 percent on Instagram – more than 10 percent higher than Instagram’s average engagement rate.

In addition to the immediate impact of the campaign, USA Rice retained and owns all of the influencers’ videos and photos to use across social media channels in the future.

“We worked with great partners who helped tell the positive health story of U.S. rice in a compelling way,” said Michael Klein, USA Rice vice president of domestic promotion.  “We are grateful that these influential folks are willing to stake their hard-earned reputations on U.S. rice, which is a testament to our product, and our ability to serve as a reliable and credible source for health and nutrition-minded influencers and consumers.”