Australian Avocados was awarded second place under the ‘best use of a small budget’ category for their social media campaign at this year’s BEfest Awards. These awards recognise the best branded entertainment work being created across Australia and New Zealand.
Branded entertainment is defined as original content that is created by or for a brand, and integrates marketing messages with the primary intention of delivering an engaging experience for consumers.
The ‘Mash-Up’ series was developed to provide the Australian Avocado Facebook community with twelve unique video recipe ideas to inspire them to try new dishes and be creative with using avocados. The ultimate intent of the campaign was to help drive additional avocado consumption.
The response from our Facebook followers was overwhelming with more than half a million people viewing these videos and over 19,000 post engagements (likes, comments and shares). The campaign also fostered engagement and helped inspire additional usage.