This Hort Innovation Lychee Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2016, winter edition.
The marketing campaign aimed to increase demand and build on activities identified in the lychee SIP, including public relations, point of sale distribution (POS) and retail support.
During the 2015/16 season there was an increase in the annual average expenditure to $0.09 per shopping occasion, driven by an increase in annual average expenditure of $0.40.
Social media campaign
The lychee Facebook page is used as an educational and information-led content platform to provide advice for consumers that are unfamiliar with the fruit. Facebook results demonstrated that the campaign reached over 800,000 people, an increase of 51 per cent from the previous year’s campaign. The fan base increased to over 21,000 and over 61,000 people engaged with the page during the four-month campaign.
The lychee Instagram page served as platform to inspire consumers, showcase growers and inform about season updates. This year the page increased by 50 per cent with 563 fans now following the page. The average engagement on the page was around 29.5 likes per post, achieving an overall engagement rate of three per cent, well in the range of standard industry engagement which is between two and four per cent.
Both Facebook and Instagram results were enhanced by engaging with top Australian food, lifestyle and health and wellbeing bloggers with a combined reach of over two million monthly page viewers.
The aim of the competition was to promote lychees as the ultimate self-indulgence by encouraging the social audiences to share their ‘Me-Time Moments’ with lychees in order to win a prize. Facebook users and Instagrammers were required to share a ‘Me-Time Moment’ to their respective account using the #metimemoment hashtag. The winners received an Ella Bache gift voucher and a small box of 10 lychees.
These marketing activities are strategic levy investments in the Hort Innovation Lychee Fund