DALLAS, Feb. 7, 2017 /PRNewswire/ -- Avocados From Mexico (AFM), the number-one selling avocado brand in the U.S., returned to the Big Game with a dynamic marketing campaign focused on a health and wellness story about the importance of good fats found in Mexican avocados. The humorous ad, titled "Secret Society," was well received from critics and fans alike, earning praise on several prominent "best of" lists immediately following the Big Game.
To drive awareness and engagement with its third Big Game ad, AFM also launched an interactive digital platform AvoSecrets, with 17 different experiences for fans. According to Salesforce Social Studio and Simply Measured, #AvoSecrets was a huge success, delivering over 284,000 online mentions and more than 3.1 billion impressions —positioning AFM among the top Big Game marketers leading up to and through the broadcast. Based on results from Merkle's Digital Marketing Bowl, a quantitative analysis of digital Super Bowl campaigns, AFM had the second best performing digital campaign among advertisers, tying for the top score in social media. AFM also posted the highest SEO score, tying for top paid search advertiser.
AFM's campaign gave viewers an entertaining peek into a secret society discussing the world's best "secrets," – reminding fans it's no secret that avocados are nutritious and contain good fat. To compete in this crowded online space, AFM activated their network of 100,000 ambassadors, 200 social influencers and three celebrities -- Jon Lovitz, Jeremy Piven, and Tim Tebow – to drive massive online engagement. This influencer based approach created genuine, authentic word-of-mouth interaction and advocacy for #AvoSecrets.
"Our success comes from leveraging the social influence of the loyal brand ambassadors who love Avocados From Mexico," said Ivonne Kinser, Director Digital Strategy & Innovation, Avocados From Mexico. "We invited fans into our world with a dynamic digital campaign, and created multiple ways for consumers to share, play, and interact with our brand."
The light-hearted spot with a healthy twist scored big with critics and fans alike. Highlights include:
- Drove Pre-Game Online Buzz. Based on data from Origami Logic, AFM had over 85,031 engagements leading up to the Big Game, ranking third among all advertisers, and also had the second most shared and retweeted content (36,652). AFM's Facebook post revealing its Big Game spot is the most engaged brand content to date with more than 95,000 engagements.
- Maximized Media Exposure Prior to Kick Off. According to data science and media technology firm 4C, AFM's ad was rebroadcast over 643 times in the days leading up to the game, placing the brand in the top five of all Big Game advertisers.
- Dominated Second Screen Engagement. According to Salesforce Marketing Cloud's Social Studio, by the end of the Big Game broadcast, Avocados From Mexico was leading among advertisers, and currently has over 91,000 total mentions. Based on data from Unruly, "Secret Society" had over 103,303 YouTube shares, making it the sixth most shared Big Game ad on YouTube.
- Critics Give AFM High Marks. The "Secret Society" ad was voted a top ad by Wired, AdAge, Mashable and Billboard in the hours immediately following the Big Game, crowned a top five ad by The Washington Post, finished as the #15 best ad according to The Wall Street Journal, and in the top third of the prominent USA Today AdMeter.
- Successfully Incorporated Video Across All Channels. Generated over 16 million video views of campaign content across Facebook, Twitter, Instagram, YouTube and Facebook Live events.
- Amplified Content with Relevant Partners. With the help of Traction Labs, a pioneer in the ad Facebook Live amplification, AFM boosted recipe video content from the kitchen of content partner, Tastemade, extending the audience onto YouTube as well as Women's Lifestyle and Food sites, such as Epicurious, Bon Appétit and All Recipes. This effort delivered a CTR of 2.05%.
- Dynamic Retail and Foodservice Promotions. Drove historic volume with nearly 35,000 retail displays leading up to the Big Game, and collaborated with Chipotle nationally for an online gaming experience that rewards users with free chips and guacamole.
"We knew we had great creative and compelling messages - great taste and healthy - but the success we've seen with #AvoSecrets has exceeded even our own lofty expectations," said Alvaro Luque, president of Avocados From Mexico. "We take great pride in being a leading produce marketing brand, and our digital marketing results are further proof that we can engage fans during the most competitive marketing and pop culture moments."
Austin-based advertising agency GSD&M led creative strategy and production, while Havas Media managed the buy and execution of the Big Game spot, along with supporting FOX properties to surround its debut. Dallas-based Richards-Lerma led digital creative and social media strategy, while NYC-based Ketchum led earned media efforts.
To learn more about these and other marketing and promotional activities, visit Avocados From Mexico on Facebook (http://www.facebook.com/AvocadosFromMexico), Twitter (@AvosFromMexico), or the website, www.AvocadosFromMexico.com.
About Avocados From Mexico
Avocados From Mexico (AFM) is a wholly-owned subsidiary of the Mexican Hass Avocado Importers Association (MHAIA), formed for the purpose of advertising, promotion, public relations and research for all stakeholders of Avocados From Mexico. Under agreements, MHAIA and the Mexican Avocado Producers & Packers (APEAM A.C.) have combined resources to fund and manage AFM, with the intent to provide a focused, highly effective and efficient marketing program in the United States. AFM is headquartered in Irving, TX.
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SOURCE Avocados From Mexico