Marketing snapshot - April 2019
Publication date: 3 May 2019
Marketing
This marketing update was prepared by Hort Innovation for the April 2019 edition of Papaya Press, produced as part of the Hort Innovation Papaya Fund investment Australian papaya industry communication program (PP16001)…
Social media
The Papaya Australia social media activity continues to attract and engage consumers and Australian papaya advocates. Below are the results to date at end of March 2019:
|
Platform |
Measurement |
Achieved to date |
|
|
Facebook impressions
|
1,350,000 |
|
Total fans
|
26,803 |
|
|
Average engagement rate
|
10% |
|
|
Total engagements (comments, likes or shares)
|
93,166 |
*Impressions – the number of times your content is shown in a social media feed
The top performing post in March had an impressive engagement rate of 15% and reached 9,715 people. It was the top performing post of the month due to the upbeat, seasonal messaging. Fans engaged with the post positively, with many commenting on the post to express their love for the fruit and excitement for the upcoming season.
Papaya on show!
Papaya Australia featured at the Tropical Fruit Exhibit at this year’s Sydney Royal Easter Show (12-23 April), along with Australian Passionfruit.
With an average of 824,000 attendees each year, the Sydney Royal Easter show offers an opportunity to mass reach consumers (particularly young families) with Australian Papaya key messages and an opportunity to sample the fruit.
The exhibit was brought to life with a 3m x 3m stand in the Woolworths Fresh Food Dome with brand ambassadors engaging with showgoers through sampling of fresh papaya (with lime or passionfruit option) and distribution of brochures, inclusive of papaya health benefits, a papaya-inspired recipe and call out to the Papaya Australia website and social page.
Papaya growers were also on hand on peak days to interact with consumers, share their knowledge on papayas as well as life on the papaya farm.
At the time of writing, the Easter show has been live for five days and already 10,000 samples of papaya and 14,000 brochures have been distributed to very excited and engaged showgoers.
For any queries relating to the papaya marketing program or specific information provided above, please email marketing@horticulture.com.au.
Details
These marketing activities are strategic levy investments in the Hort Innovation Papaya Fund