Australian Avocados Marketing Update 1/9/17
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 on 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 186,000 consumers, and has an ‘always on’ approach that keeps Aussie avocados top of mind for consumer’s year round.
In July, there were four video ads posted by the Australian Avocados Facebook page, as well as the two Betoota Advocate posts discussed in the last edition of Guacamole. Overall, more than 1.2 million people were reached by Australian Avocados content in July.
The top performer for this month was the ‘Avocado deficiency’ post that was shared from Betoota Advocate (http://bit.ly/2xHQcjt). It was a huge hit, as audiences enjoyed the satirical nature of the article and its response to the comments made by Tim Gurner and Bernard Salt about housing affordability. The post accumulated over 1,231 comments, with most highlighting the humour of the article and the community’s choice of choosing avocados over buying a house if only out of concern for their health.
‘Avocados: enough to destroy a Marriage‘ (http://bit.ly/2wYOAEG) was another hit in July and the second article shared from the Betoota Advocate. The post gained 924 comments and had the community again engaging with the Australian Avocados Facebook page with humour.
‘Avocado and Chocolate‘ was the top recipe post of the month. The video was viewed more than 189,000 times, with 412 people commenting about how they were interested in trialing the recipe and then, once trialed, returning to share tips and advice with the community.
This update was provided by Hort Innovation for Guacamole 1 September 2017.
Date Published: 01/09/2017