Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
USA PEARS<br />
How Do You Anjou?<br />
Instagram Contest<br />
U.S. APPLE ASSOCIATION (USAPPLE)<br />
Apples for Education:<br />
Buy an Apple, Help a Student<br />
OBJECTIVE: Launch a social cause campaign resonating with both moms and kids while<br />
uniting the education and apple industries to support school programs nationwide.<br />
OBJECTIVES: To drive demand for the<br />
last pears of the season (Anjou pears),<br />
and to increase USA Pears Instagram<br />
followers while elevating social engagement<br />
with consumers.<br />
CAMPAIGN: Spring marks the end of<br />
fresh pear season until fall. The How<br />
Do You Anjou? Instagram loop giveaway<br />
and photo contest, which ran from<br />
May 16 through June 3, challenged<br />
Instagram users to learn more about<br />
the Anjou variety, its versatility and<br />
nutritional properties through inspirational<br />
posts. For the inspirational<br />
posts, five influencer candidates were<br />
identified based on the audiences they<br />
reached, creativity and experience in<br />
recipe development and photography,<br />
and number of followers. USA Pears<br />
engaged and tasked each influencer<br />
with creating an Anjou recipe to post to<br />
its Instagram page. The posts required<br />
a photo highlighting the influencer’s<br />
pear dish, a quick tip or description<br />
about the creation, and instructions<br />
for the contest. During the campaign,<br />
Instagrammers hunted for six #How<br />
DoYouAnJou posts from these various<br />
influencers. At the end of the loop, each<br />
participant was asked to submit a photo<br />
of how they use and enjoy Anjou pears<br />
in everyday life.<br />
CAMPAIGN: In fall 2015, during peak harvest season, USApple leveraged the indelible<br />
connection between apples and education to create a social-media driven campaign<br />
that encouraged individuals across the country to help raise funds for student causes<br />
in need by asking fans to share apple snacking photos on Instagram or Apples4Ed.<br />
com using the hashtag #Apples4Ed.<br />
Consumers were able to discover and vote for the student causes they supported<br />
out of 12 pre selected causes found on Apples4Ed.com. School districts large and<br />
small from coast to coast were represented — mostly in low-income communities and<br />
with projects ranging from robotics programs to playground revitalization to school<br />
gardens to classroom iPads.<br />
RESULTS: USApple raised $20,000 for school donations. By campaign’s end, the<br />
cause with the most votes received the top-tier donation from USApple, with all other<br />
causes receiving a portion of the remaining donations. Weekly drawings for Apple<br />
gift cards incentivized participation and winners’ selected school causes got another<br />
$100. Strategic apple-pairing partners (Marzetti Caramel, KIND Snacks, Roth Cheese<br />
and Johnsonville Sausage) were involved. Partners, schools and supporters were<br />
armed with a “toolkit” of social content and other ideas to extend the campaign’s<br />
reach and inspire participation among friends and followers.<br />
RESULTS: USA Pears increased its<br />
Instagram followers by more than 18<br />
percent — garnering engagement as<br />
evidenced by nearly 50 comments on<br />
the #HowDoYouAnjou post. Further<br />
demonstrating engagement, the contest<br />
secured 20 photo entries. USA Pears<br />
analyzed and identified key takeaways<br />
for future campaigns, including the<br />
importance of increasing the number<br />
of inspirational influencers who post,<br />
to create a larger digital footprint and<br />
exponentially grow engagement.<br />
PRODUCE BUSINESS / AUGUST 2016 / 35
Change language