How We Grow

2021 March/April How We Grow

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AROUND THE WORLD Leveraging Influencers Around the World to Build Demand Brands around the world are using influencers – individuals who have established credibility and popularity among certain groups of people – to connect with various consumer audiences in more meaningful ways. While there are multiple reasons why it pays to partner with an influencer to promote a product, one primary reason is that consumers tend to trust these people, take interest in how they go about their daily lives and, to varying extents, mimic their lifestyle choices. For years, the Almond Board of California (ABC) has partnered with influencers as they have proven to be a fruitful way to connect target consumer audiences with California almonds. In fact, the Almond Board uses influencers across its marketing program, from advertising and public relations campaigns to smaller partnerships that focus on specific initiatives. From acclaimed high-profile athletes such as Kerri Walsh Jennings and Julie Ertz to more nimble micro-influencers who specialize in health, cooking or beauty, all reach different consumers in meaningful ways. Regardless of an influencer's prominence or how ABC chooses to leverage that individual, the key to success is strategic selectiveness in deciding with whom to partner. In short, it is vital to ensure that an influencer's values align with those of ABC and that the person genuinely loves almonds. Each ABC marketing program is partnering with influencers in some way. Here are just a few examples of the Global Market Development team's influencer activities, thus far, in crop year 2020/21. Mexico: ¡Ponte Almendra! ABC's "¡Ponte Almendra!" campaign, which launched in 2018, aims to show consumers how almonds are the perfect snack for days when 24 hours are not enough. The latest phase of this advertising campaign, which started in January 2021, leverages ABC's main influencer, Bárbara de Regil. de Regil, a top celebrity in Mexico, is known for acting in several telenovelas (Latin American soap operas), launching a fitness brand and workouts over social media, and, most recently, breaking into cinema – even in the U.S. As part of her partnership with ABC, de Regil has been featured in most marketing communications and included in new advertisements within the "¡Ponte Almendra!" campaign, including television advertisements that will air across Fox, ESPN and TV Azteca during major sporting events, such as national soccer tournaments, and cultural events, such as the Grammys. In addition, ABC created bus wraps highlighting de Regil that are being featured on vehicles driving throughout Mexico City from January to April 2021. "We are thrilled to include such a high-profile celebrity in our advertising program in Mexico. It has elevated and brought more attention to an already effective campaign, and consumers in Mexico just love her," said Becky Jeffers, ABC's manager of North America marketing. UK: Do You Almond? "Do You Almond?" is ABC's new, bold UK marketing campaign that celebrates those who fuel with almonds to help keep them on their A-game. When the campaign first launched in January 2020, ABC secured a full takeover of advertising space at one of London's busiest train stations, London Waterloo. In addition, ABC's influencer partners focused on helping familiarize the public with the phrase "Do You Almond?," conveying the meaning behind the question by showing how almonds fuel said influencers to be the best version of themselves. Fast forward one year and the campaign's next phase, which launched in February 2021, is the "Do You Almond?" influencer challenge. The goal of this challenge is to get people thinking and speaking about the natural power of almonds by making almonds memorable through a variety of fun content created by leading influencers. One UK influencer made almonds the theme of her at-home "Hungry Games" (a riff off "The Hunger Games" movie series) with challenges including an almond tug of war and almond obstacle course. ABC's "¡Ponte Almendra!" campaign is featuring Bárbara de Regil, a top celebrity in Mexico. 11

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