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 life-style.
The marketing campaign reached 34 million folks on Instagram, far forward of the purpose of 13 million. On account of the marketing campaign, exports of California almonds to Mexico elevated by 13%.
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The unbranded marketing campaign centered on rising the class, not driving gross sales for a selected model. The purpose was to place almonds as a wholesome snack, turn into related to the audience as an ally for a wholesome life-style and generate a direct dialog via an Instagram Reside sequence.
Execution of the marketing campaign concerned a partnership with the Good Specific on-line group to supply three experiences to inspire customers to undertake a more healthy life-style. The workforce additionally communicated the outcomes of a research via 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, through which, with the endorsement of influencers, customers had 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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