Australian Avocados Marketing Update 2/2/18
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.
The Australian Avocado Out of Home Cinema campaign started on 21 September, and ran for eight weeks until November 22, running a rotation of two Perfect Match videos: Chocolate and Haloumi. Cinema advertising is effective because of the highly engaged and captive audience, and allows the content to reach consumers who may be light or non-TV viewers that may not be reached by traditional TV advertising.
The first burst of activity ran during the school holidays and the October public holiday in order to capitalise on increase in audiences at this time, while the second burst of cinema activity coordinated with blockbuster releases such as Thor: Raganorak and Blade Runner 2049.
Overall, the two videos were shown 980 times during the campaign. The campaign performed very strongly, over-delivering against the goal by 7%. The activity was seen by more than 128,000 people in the target demographic (people aged 25-54), and in total was seen by more than 535,000 people in that eight-week period alone.
Digital campaign exceeds expectations
A three-month digital campaign was live from 10 September to 17 December, to keep avocados top of mind. The aim of this activity was to remind and inspire consumers of the versatility of avocados, “the perfect partner to so many other ingredients”, with the target audience being Grocery Buyers aged between 25-49. This campaign involved playing the four ‘Perfect Match’ videos, and included placements on catch-up TV sites such as Tenplay and on contextually relevant websites. There was also activity on YouTube, with the 15-second ad running before the selected video (known as a pre-roll). This activity targeted food, recipes and cooking related content, to ensure it was reaching people who were interested in the content.
The main goal of the campaign was to reach more than 1.7 million eyeballs during its duration. The final results were excellent, with more than three million impressions delivered, well exceeding the goal; a single impression is counted when an ad is displayed on a website. Another important metric used to evaluate the campaign is the completion rate. The completion rate is the percentage of people who watched the advertisement until the end, instead of skipping it. Completion Rate (CR) is valuable, as it shows if the content is resonating with the target audience, as they are voluntarily choosing to watch it. For the perfect match campaign on YouTube, the completion rate was 37%, well ahead of the average rate of 25%, showing that the content was well received.
This update was provided by Hort Innovation for Guacamole 2 February 2018.
Date Published: 01/02/2018