Peak Season California Avocado Social Content Reaches 1.8 Million Consumers
During the peak California avocado season, impactful social and digital posts help differentiate California avocados from avocados of other origins and keep them top of mind with targeted consumers. Using a diverse array of on-trend creative content — recipes, videos, visually appealing images and conversational posts that encourage feedback — the California Avocado Commission encourages demand by piquing consumer interest and communicating the premiumness and seasonality of the fruit.
Beginning in April and running through California Avocado Month (June), the Commission shared social posts on its Instagram, Facebook, Twitter and Pinterest channels. Leveraging California avocado-owned content, blogger/partner content and media content, the Commission showcased the versatility of the fruit — and encouraged consumers to enjoy the in-season fruit at home — with diverse recipes suitable to a wide range of dietary lifestyles.
An enticing Pinterest Pin showcasing a delicious California avocado recipe that puts a spin on a California Classic — the California roll.
To help consumers understand how best to use fresh California avocados, other social posts provided how-to and myth busting content. CAC also engaged with consumers by launching conversations on social media that prompted consumers to share how they use California avocados, and then responded in kind with helpful preparation tips and tricks. Visually appealing posts featuring California avocado merchandise were used to generate excitement and direct consumers to the online California avocado merchandise shop.
The Commission encouraged Facebook users to celebrate California avocado season with avocado-themed merchandise available at the Commission's online shop.
Other posts leveraged California avocado campaign artwork to tie into specific cultural moments and spark social conversations.
To engage with consumers, the Commission tapped into cultural events, such as Earth Day, by leveraging creative campaign artwork crafted by art students.
To build a sense of urgency in consumers and spur purchases of the fruit, the Commission crafted seasonal update posts noting the fruit’s seasonal availability.
This California Avocado Month Instagram post showcased the fruit's availability during peak season.
The peak season social posts on Instagram, Facebook and Twitter reached 1.8 million consumers from April – June, generating more than 139,000 engagements, 300,000 video views and 2,300 link clicks to the California avocado website and merchandise shop. Pinterest posts generated an additional 347,000 impressions during this time frame.
Throughout the month of June, the Commission encouraged consumers to celebrate California Avocado Month and to, in turn, share how they were celebrating the California avocado season. The June social media campaign was complemented by three email newsletter blasts that provided summertime recipe inspiration, raised awareness of the fruit’s availability and piqued consumer interest in stylish California avocado merchandise available through the Commission’s online merch shop.
The California Avocado Month newsletter encouraged consumers to celebrate in style with avocado-themed merchandise.
The Commission inspired consumers to prepare California avocado meals at home with a recipe-themed email newsletter.
In total, the California Avocado month social media posts reached nearly 1.1 million consumers with 51,270 engagements and 1,515 link clicks. More than 70,000 consumers opened the celebratory emails.
To complement the “why California avocado” social media messaging that prompted consumers to seek out the fruit in season, the Commission also promoted store locator posts that made it simple for consumers to locate the fruit at a store near them.
Facebook posts supported by paid spending were used to drive consumers to the California avocado online store locator.
This Twitter post playfully prompted consumers to find California avocados nearby using the Commission's online store locator.
To date, these posts have reached nearly 132,000 consumers and generated more than 16,500 engagements. The store locator ads will continue to run throughout the season to ensure consumers can easily find California avocados at a location convenient to them.