Issue link: https://www.e-digitaleditions.com/i/1310869
Almond Board of California 20 program in early September. The program leveraged several key influencers — a dermatologist, a nutritionist and a beauty blogger — to encourage consumers to add one more step to their skincare routine — eating a daily handful of almonds. The campaign featured online ads driving people to stream a live video session to hear from these influencers. Initial results from the first live stream session resulted in over 13 million views and 10,000 consumer comments. This campaign will run in China through the end of the year. In Japan, ABC is continuing to market around its "A Beautiful Life with Almonds" consumer campaign. This year, ABC will also ramp up its consumer-targeted public relations activities as prior to 2020/21 the primary focus of the program in Japan was to communicate with trade. In addition, ABC will work with influencers and conduct TV outreach during Japan's Almond Day, held January 23, 2021. In South Korea, for three consecutive years ABC has been conducting a campaign that positions almonds as a vital beauty snack. The campaign focuses on the beauty and weight management- related benefits of almonds. This campaign will continue in 2020/21 through a full range of traditional and digital media, as it has been effective in promoting almonds as a beauty snack and conveying beauty messages to women in South Korea. We want to hear from you! This only provides a taste of all the global marketing activities ABC is planning over the next year. The Almond Board's Global Market Development team looks forward to sharing more details about its 2020/21 marketing program during The Almond Conference 2020 in December. In the meantime, don't hesitate to contact ABC's Vice President of Global Market Development Emily Fleischmann – efleischmann@almondboard.com – with any questions you have throughout the upcoming crop year regarding ABC's marketing efforts. The Global Market Development Committee held meetings in February, May and August 2020 to finalize this marketing plan for the upcoming year. This social media advertisement on ABC's South Korea Instagram page earned 29,000 views. As part of ABC's "The Skin Experts" campaign, Chinese influencers shared almonds' benefits to skin health with Chinese consumers via a live stream video session.