Issue link: https://www.e-digitaleditions.com/i/1349956
Dariela Roffe-Rackind, director of European marketing and Global Public Relations, said, "The 'Do You Almond?' challenge will feature a series of videos produced by our influencers that show two scenarios: 'before almonding' and 'after almonding.' A transformation, fueled by the power of almonds, will take place between those two scenarios. "Each piece of content will include a clear call to action to consumers to get involved in the challenge by sharing moments during their day when almonds have helped them through." South Korea: make your day beauty-full In South Korea, ABC aims to strengthen consumers' association between almonds and beauty by highlighting the nut's beauty and weight management benefits. To drive home this message among Korean consumers, the marketing team has partnered with influencer Ka-young Mun, an actress with 4.4 million followers on Instagram who currently stars in the South Korean drama "True Beauty." On the show, Mun plays a character who is unhappy and self-conscious about her appearance but is working to bolster her self-esteem through a healthy lifestyle. Starting in January 2021, ABC featured Mun in many of its marketing activities, including a digital rooftop billboard in one of the most crowded areas in Seoul. ABC also collaborated with Cosmopolitan magazine to run a four-page paid editorial article highlighting Mun and the various ways in which almonds can enhance health and beauty. The content from the article was then repurposed by magazines Elle and Bazaar on their YouTube, TikTok and Instagram channels, maximizing ABC's reach and spend. "We are proud to partner with Mun. She is the perfect fit for ABC when it comes to beauty messaging, and I was pleased with how we were able to feature her in so many areas of our marketing program – from billboards to print. The program in South Korea is really evolving," said Murielle Kim, ABC's marketing consultant for Korea and Japan. U.S.: a message of mindfulness "In the U.S., like in many countries, we are proud to partner with high-profile spokespeople like beach volleyball player Kerri Walsh Jennings to help build awareness of the benefits of consuming almonds in way that relates to consumer's daily lives," said Jeffers. "Similarly, we are equally excited when we partner with more nimble influencers that reach specific audiences, and in fact we partner with several of those people throughout the year." In the fall of 2020, ABC partnered with fitness and health influencer Koya Webb, a holistic health and yoga enthusiast with over 1.9 million social media followers. Webb inspires women who are striving to achieve better self- care routines, and she has earned credibility in the areas of anxiety and mental stress, two areas that have been particularly relevant during the COVID-19 pandemic and are a recent key emphasis for ABC's U.S. social media campaign. "Webb's content created for ABC brought attention to how a simple daily snack of almonds can bring mindfulness back into your day," said Jeffers. To learn more about ABC's Global Market Development influencer efforts around the world, please contact Vice President of Global Market Development Emily Fleischmann at efleischmann@almondboard.com. "Influencers are featured heavily in EU4 marketing, and this is something that has become an even more prominent part of our plans over the last two-to-three years quite simply because influencers have proven to be a valuable, effective and authentic way of connecting California almonds with our target consumers." — Dariela Roffe-Rackind An ABC billboard rooftop advertisement featuring Mun was located between Shinsa & Gangnam Station, a bustling area in Seoul. In addition to creating social media content as part of her partnership with ABC, Webb participated in 19 television interviews to further share the healthfulness of almonds with consumers. Almond Board of California 12