Leveraging Current Events, Holidays for Massive Wins By Stephanie Metzinger, Communications Manager From Easter to Election Day and beyond, holidays and current events provide companies a prime opportunity to cultivate and grow an engaged audience.
By building a digital campaign around a specific date or cause, you can create a far-reaching movement that spurs people to action. In fact, this strategy can also result in gaining more loyal customers and brand ambassadors who are more likely to re-engage with your company throughout the year. Here are three case studies of farming and agricultural organizations that have successfully leveraged the calendar for a massive win. SOCIAL MEDIA CASE STUDY: California Avocado Commission • Campaign: Avocados or Dragon Eggs? • Current Event: The start of the highly anticipated final season of the popular HBO Series “Game of Thrones” in mid-April 2019 • Tactics: – “Avocados or Dragon Eggs?” meme on social media: With a tongue-in-cheek nod to the final “Game of Thrones” season, the California Avocado Commission (CAC) designed and posted an “Avocados or Dragon Eggs?” graphic on its Instagram, Facebook and Twitter accounts to signal that winter is over and that it’s time for California Hass avocados again. – Tapping Influencers: CAC tapped registered dietitian nutritionist Liz Shaw to spread the word about the start of the season and health aspects
of the fruit, contributing “Cook Like a Californian” content. CAC also encouraged other retail dietitians to use some of Shaw’s recipes, boosting the scope of the program. • Result: – The highest level of engagement CAC had ever
seen on social media: 350,000 impressions and 36,000 likes, 3,000 shares/saves and 800 comments.
– CAC also distributed a press release to ag trade media about the campaign’s success, garnering an additional 219,000 impressions. MARKETING CASE STUDY: LGS Specialty Sales
• Campaign: #BeMyClementine • Holiday: Valentine’s Day 2021 • Tactics:
– Pink Darling Clementine Packaging: In honor of Valentine’s Day, LGS Specialty Sales—a Western Growers member and leading importer of citrus, avocados, grapes and persimmons—offered a festive, limited-time pink packaging for its proprietary Darling Clementine line. The packaging was only available throughout the month of February at selected retailers. – Instagram #BeMyClementine competition: To promote its pink packaging, LGS hosted a giveaway
on its @darlingcitrus Instagram account where customers could enter to win a special Valentine’s Day prize. Additionally, to support the retailers who carried the pink-packaged clementines, LGS offered customers an additional entry if they found the pink packaging in stores. – Press Release: To draw shoppers to the produce aisle and drum up attention for their social media competition, LSG distributed a press release to the media announcing the Valentine’s Day packaging and social media competition.
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Western Grower & Shipper | www.wga.com
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