Two years in the past, the Almond Board of California, which represents 7,600 almond growers and 99 processors in California, launched an built-in public relations marketing campaign in Mexico to advertise almonds as a wholesome snack. The marketing campaign included media relations, key opinion leaders and influencer engagement, in addition to social media exhibiting the advantages of together with almonds in a wholesome way of life.
The marketing campaign reached 34 million individuals on Instagram, far forward of the aim of 13 million. On account of the marketing campaign, exports of California almonds to Mexico elevated by 13%.
The unbranded marketing campaign targeted on rising the class, not driving gross sales for a particular model. The aim was to place almonds as a wholesome snack, develop into related to the audience as an ally for a wholesome way of life and generate a direct dialog by way of an Instagram Dwell sequence.
Execution of the marketing campaign concerned a partnership with the Good Categorical on-line neighborhood to supply three experiences to encourage customers to undertake a more healthy way of life. The group additionally communicated the outcomes of a research by way of media actions and influencer engagements and activations.
One exercise, the Ponte Almendra Problem, was a partnership with health studio chain Commando Studio, the place trainers invited members to take the #pontealmendr problem and submit their tales on Instagram. One other, the Train Nut Problem, was a problem for the followers of the hashtag @almondsmx, during which, with the endorsement of influencers, customers have been inspired to share their train routines at house.
Congratulations to Paulina Alvarez, Maripaz Sandoval, Laura Osoyo, Marlene Robledo, Mariana Reynaud and Fabiola Sosa.
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