NovaNavigator: You Are Only As STRONG As Your WEAKEST Link

A Look into the Success of Avocados From Mexico’s 2017 Super Bowl Marketing Campaign

In today’s digital world, the consumer controls what information and advertising he or she will receive and decides how they want to react. The thoughts and habits of consumer behavior create the framework of what the internet will offer. Therefore, quality content is necessary to reach your audience and encourage their participation within your brand. As of January 2018, Owner, founder and CEO of Facebook, Mark Zuckerberg has adopted a quality content approach geared for more meaningful action across their digital platform. More value will be awarded to how time is spent versus how much time was spent on their platform (Figerman & Segall, 2018). It is expected to see a shift from pitching business ideas to valuing interaction amongst friends and family. It has been recognized that conversations between friends and family are shared on a bigger spectrum in terms or personal views, opinions, and preferences. In contrast to the delivery, an advertisement from a product that the user has sought out in the past has been delivery by the process of segmentation.

To illustrate the importance of engaging your customers with two-way communication while rolling out a paid media campaign, I would like to review the marketing strategy for Avocados From Mexico’s 2017 Super Bowl campaign strategy. This company optimized their paid media content by building supplemental and complementary owned or organic media that encouraged consumer participation. According to Ian Dodson’s, The Art of Digital Advertising, “Successful digital campaigns share a range of characteristics but campaigns that fail have one thing in common: They don’t acknowledge the empowered consumer” (Dodson, 2016).

In 2013, the marketing team for Avocados From Mexico was born. It is made up of two branches of marketing teams with seasoned backgrounds in consumer-packaged goods and the produce industry. One branch represents Importers Association and the other to represents the Growers and Packers. As Avocados From Mexico expanded and continued to grow across the nation, they developed a marketing strategy directed toward the audiences in each of its four business segments: general market, Hispanic market, food service, and retail (avacadosfrommexico.com).

With the assistance of digital technology, the organization has been able to collect data about their consumers that has opened the door for innovative ways of connecting to them. In 2017, Avocados From Mexico became one of the first produce brands ever to run a Big Game TV ad. Creating engaging content formulated around three principles marketing strategy led to the success of their Super bowl 2017 campaign. As Ivonne Kinser, Director of Digital Marketing for Avocados from Mexico said “It’s not enough just to manufacture impressions or a one-sided conversation. What makes brands break through the clutter is the meaningful back and forth conversation with their audiences (Eckerle, 2017).

Marketing Strategy:

Principles

1. Initiate- The consumer becomes the driver of the internet, brand awareness. The consumer is the starting and ending point for all digital activity. The consumer decides which route they want to take. Digital activity with brand is carried out as two-way conversation.

2. Iterate- Brand to manipulate content dependent on response rate, click through and conversion rates. For Avocados From Mexico, this was a strong suit for them as they were a smaller company that was able to make changes quick and with intent.

3. Integrate-Integrate engagement across all marketing channels to include digital and traditional avenues.

Objectives, Strategy, and Tactics

Objective: To increase the reach of Super Bowl advertisement

Strategy: Leverage digital platforms to amplify content and engagement before and after the super bowl advertisements.

Strategy: Create options for consumers to interact with the campaign.

Strategy: Develop congruency of advertising elements. A key point of interest to remain congruent is to be the parody of a secret society preventing the secret of avocados to reach the public. The secret is that avocados are healthy and have good fats. Social media and email marketing is to inform consumer and potential brand advocate about the secret society campaign. Mobile app will carry the key point of interest as a concept of a “found” phone of one of the secret society members.

Tactics:

1. Super Bowl ad. Ad also placed on YouTube where it received over 3 million views and implemented hashtag #AvoSecrets to drive conversation

2. Microsite created. Landing page included an interactive application.

3. Mobile phone interface. Built around the “found” phone of secret society member. Each application on the phone was dedicated to the brand. Supplements super bowl advertisement as one character in the advertisement is live streaming the secret society meeting from this mobile phone. Created an interactive story around the “found” phone.