This month we’ve chosen Avocados from Mexico’s Echale Challenge as our client spotlight! As a relatively new organization, Avocados from Mexico has garnered an impressive amount of members and engagement and we’re excited to watch this program continue to grow.
This month we’ve chosen Avocados from Mexico’s Echale Challenge as our client spotlight! As a relatively new organization, Avocados from Mexico (AFM) has garnered an impressive amount of members and engagement and we’re excited to watch this program continue to grow.
AFM was formed in 2013 as a non-profit organization with the responsibility of coordinating the marketing activities for the Mexican Hass Avocados Importers Association, and The Association of Growers and Packers of Avocados From Mexico. Since its beginning, AFM has prided itself on innovation by adopting the most advanced digital technology and by becoming the first produce brand ever to run a Super Bowl ad.
Before beginning their SocialToaster program, AFM was using social media to engage with their fans and followers in an effort to spread their message organically. They’ve reached out to fans through a number of platforms including Facebook, Twitter, Instagram, Pinterest and Periscope. While they’ve made great strides in expanding their social program and have been blazing trails within the produce category, Ivonne Kinser, Head of Digital Media & Strategy at Avocados from Mexico feels that they’ve only scratched the surface as far as unlocking the true potential of social media.
To further their efforts, AFM turned to SocialToaster with a few goals in mind. Firstly, they wanted to connect with their Hispanic audience with the mission of helping them reconnect their heritage and encourage them to work more avocados into their diet as part of a healthy lifestyle. Additionally, AFM wanted to encourage moms to instill healthy habits in their children by using avocados (along with other healthy foods) in their meals.
To achieve these goals, AFM launched their Echale Challenge; a comprehensive cross-channel program developed by Stephanie Bazán, Director of marketing for AFM Hispanic Marketing and her AOR Inspire. The goal of the program was to encourage participants to “throw avocado on it,” or, in other words, work avocados into their diet in new ways. Currently, the Echale Challenge has over 10,000 ambassadors that have a potential reach of over 5,000,000 people for every post that is sent out through the program. Ambassadors for AFM share their own recipes and tips for using avocados as well as content created by AFM.
To keep their ambassadors involved in the program, AFM asked members to share how they were using avocados by using #EchaleChallengeContest and @AvosFromMexico; the hashtag and AFM’s twitter handle were mentioned a combined total of 9,362 times, making 1,260,624 impressions during the first month of the challenge. Additionally, users participating in the contest on Instagram submitted over 500 pictures that showcased their healthy meals made with Avocados from Mexico.
Avocados from Mexico strongly believes in the power of their community and that their message is stronger when it’s coming from advocates. With SocialToaster, they’ve been able to better connect and engage with that community.
To join the Echale Challenge click here.