Avocados From Mexico (AFM) is a not-for-profit organization that coordinates the marketing activities for the Mexican Haas Avocados Importers Association (MHAIA) and The Association of Growers and Packers of Avocados From Mexico (APEAM).
In their effort to grow the overall avocado market along with the AFM brand, AFM discovered that most consumers aren’t confident when it comes to purchasing avocados. To develop brand loyalty in a buying process with little room for touchpoints, we needed to draw in their audience and teach them about avocados in a way that felt both natural and enjoyable.
We built a content strategy focused on “edutainment” — giving customers and potential customers something fun to read while seamlessly incorporating avocado education. The content program targets an active, body-positive audience by providing “avocado lifestyle” pieces on high-engagement themes ranging from beauty to kids to entertaining — all incorporating helpful tips for choosing, serving, and preserving avocados. We rounded out the strategy with targeted social media promotions, high-value content from influencers, and the recommendation for a SEO-friendly hub on the website to house the content, making it easy for the audience to navigate and find whatever information they need.
- Organic social media
- Influencer content
- Reader surveys
- Presentation assets
- Web copy
Each year, we produce a full calendar of blogs for Avocados From Mexico, which have yielded more than 1 million pageviews over time. With 1 out of every 5 site users visiting the blog, the content hub is the third most visited page on the site. When surveyed, 95% of blog readers found the education tips nested within the blogs helpful.
In addition to our regular content marketing program, we support AFM in their annual Super Bowl promotions and other campaign initiatives with blogs, social media posts, microsite content throughout the year.
We also manage quarterly influencer campaigns, which average more than 9,000 social media engagements in the week surrounding the campaigns.
2015 Silver Communicator Award of Distinction for Website Copy or Writing
2018 APEX Award of Excellence for April Fool’s Day blog promotion on Social Media
2019 Communicator Silver Award of Distinction for Influencer Marketing with Patti Jinich Twitter Parties