At the California Avocado Commission Board of Directors meeting in November, CAC provided its fiscal year 2021-22 marketing performance report, known as the Dashboard. A summary of that report — which covers activity in the areas of consumer advertising, social media, consumer public relations, brand advocates, retail and foodservice programs, trade advertising and public relations as well as research highlights — follows.
The consumer advertising campaign “the best avocados have California in them” continued in 2021-22 and achieved more than 325 million impressions. Impressions are a marketing metric used to quantify the potential views of an advertisement, article or webpage, hearing a radio/audio ad or interacting with a brand or product. These media impressions included more than 107 million from digital brand ads with 56 million of those impressions generated by views of videos and the rest from mobile and display ads. Audio advertising on IHeartRadio, Spotify and Pandora generated more than 33 million impressions with 11.5 million video views. Outdoor advertising including outdoor boards and ads at Volta charging stations near retail locations delivered more than 42 million impressions. Digital advertising targeted specifically to promote California avocado availability at local retailers delivered more than 62 million impressions and included media vehicles such as YouTube and Waze.
The California avocado social media program delivered more than 35 million impressions and nearly 1.4 million engagements with season-long social advertising across the top platforms (Facebook, Instagram, Twitter, Pinterest and for the first time, TikTok). LinkedIn, a social platform targeted to a business audience, garnered more than 500,000 impressions with 1,690 followers (a 44% increase vs. prior year). CAC’s 75 posts had an average engagement rate of 4%, which is double the average for the platform.
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