‘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.
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.”