Australian Avocados Marketing Update 21/7/17
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.
Australian Avocados Facebook
Managed by Hort Innovation on behalf of the industry, the Australian Avocados Facebook page (www.facebook.com/AustralianAvocados/) is an important component of the industry’s marketing program. The page is liked by more than 185,000 consumers (whose ‘likes’, comments and shares on the page reach even further to their own digital social circles), and has an ‘always on’ approach that keeps Aussie avocados top of mind for consumers year round.
The page allows Australian Avocados messaging and inspiration to get to audiences in a quick, fun and personal manner – and social media has never been more relevant. In 2016, 69 percent of internet users had at least one social media profile, with a quarter of these checking their profiles more than five times a day, and the average Facebook user spending 12.5 hours per week on the site. In particular, Facebook activity helps reach the younger end of our target audience, who may not be consuming as much ‘traditional media’ (such as newspapers and live television) as older generations. From the demographic splits seen below, 36 percent of women who saw Australian Avocado Facebook content during the month of June sat in the 25-34 age group.
With the 2016 Sensis Social Media Report showing 52 percent of consumers trusting brands more on social media if the brands interact with customers in a positive way, it’s important to ensure that the Australian Avocados page responds to the people who have taken the time to comment on its content. Each day, comments on any posts are responded to, opening up valuable two-way communication with Australian Avocado fans.
This update was provided by Hort Innovation for Guacamole 21 July 2017.
Date Published: 21/07/2017