Australian Avocados Marketing Update 21/12/17
About the marketing program
See the latest marketing activity that’s helping Aussie consumers connect with (and eat!) Australian avocados. The industry’s marketing is managed by Hort Innovation and funded by the avocado marketing levy. Hort Innovation develops consumer-focused promotions using a variety of mediums including social media platforms such as Facebook, Twitter, Pinterest, Instagram and YouTube as well as targeted partnerships with consumer-related publications and platforms.
Managed by Hort Innovation on behalf of the industry, the Australian Avocados Facebook page is an important component of the industry’s marketing program.
The page is liked by more than 190,000 consumers (whose ‘likes’, comments and shares on the page reach even further to their own digital social circles). This audience continues to grow, with more than 4,000 new fans liking the page since October alone.
The aim of the Facebook page is to share content such as health facts, recipe ideas and hints and tips to consumers in a way that will resonate with the target audience, whilst keeping avocados top of mind for consumers year-round. An example of this is the below post, which speaks to the use of avocado as a butter replacement while utilising pop-culture references, in this case Tyrion Lannister from Game of Thrones. As of writing, this post has been online for four days, and during this time was seen by more than 355,000 people.
Facebook also allows for two-way conversation with consumers and gives the brand a personality that will make it memorable. Fans of the page regularly tag their friends, extending the reach of the posts and increasing the engagement.
With more than 16 million Australians now on social media, and 35% of these accessing these sites more than five times a day, Facebook is a great place to reach the masses in a cost-effective way.
This update was provided by Hort Innovation for Guacamole 21 December 2017.
Date Published: 21/12/2017