‘Feel-good’ vibe to loven­zc­itrus cam­paign

Es­tab­lish­ing a pow­er­ful pres­ence on so­cial me­dia has got great cov­er­age for the New Zealand cit­rus in­dus­try and is some­thing that can be built on for the fu­ture.

The Orchardist - - Conference 2017 -

Speak­ing at this year’s New Zealand Cit­rus Grow­ers con­fer­ence, ac­count di­rec­tor Rome Walker – of ru­ral mar­ket­ing agency Tracta – out­lined what had been done to boost the sec­tor’s pro­file. “What we found is that 80% of our tar­get au­di­ence is on Face­book so we were able to de­vise a cost-ef­fec­tive cam­paign that was so­cial me­dia driven.”

The first step was to make Face­book and In­sta­gram pages un­der the name “loven­zc­itrus” to en­com­pass all cit­rus fruit.

Then Tracta set about en­gag­ing as many con­sumers as pos­si­ble us­ing meth­ods from run­ning com­pe­ti­tions to shar­ing recipes.

The vi­ral el­e­ment of so­cial me­dia com­pe­ti­tions en­abled the mar­keters to get mass reach with the Face­book page alone hav­ing more than 21,000 fol­low­ers, Walker said.

They also part­nered with other op­er­a­tors like food mag­a­zines to piggy-back into other on-line spa­ces with ac­cess to up to a mil­lion more users.

And once those fol­low­ers were en­gaged, a feel-good vibe to the posts and in­ter­ac­tions aimed to cre­ate a pos­i­tive feel­ing around New Zealand cit­rus.

“That ap­proach us­ing bright, light con­tent re­ally seems to res­onate with our on-line com­mu­nity and with Ki­wis in gen­eral,” she said.

“We are con­fi­dent that the in­creased aware­ness of New Zealand cit­rus as com­pared to im­ported prod­uct is go­ing to translate to in­creased de­mand.”

The good news was that the work done thus far had cre­ated a plat­form that could be built on for the fu­ture, Walker added.

“Now that we have a strong on-line fol­low­ing we can cast the net even wider,” she said.

“That of­fers end­less pos­si­bil­i­ties in terms of rais­ing the pro­file of New Zealand cit­rus to con­sumers, and grow the cit­rus cat­e­gory as a whole.”

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