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CASE STUDY: California Avocado season kicks off with an online Cinco de Mayo fiesta
Campaign Overview & Strategy:
With Cinco de Mayo fast approaching, California Avocados needed to kick off their season with a bang. Avocados are often featured in many Latin dishes, which makes Cinco de Mayo a huge opportunity to officially kick off the California Avocado season. And so, Red Door Interactive was tasked with creating a distinctive online presence to reinforce the brand message and encourage consumers to purchase avocados that are grown in California.
Building on the successes of prior years, Red Door Interactive created a Cinco de Mayo-themed microsite that featured enticing Cinco de Mayo-themed recipes, provided tips on how to throw the perfect California Avocado fiesta and encouraged visitors to participate in a Facebook-held sweepstakes. We drove traffic to the microsite using a PPC campaign centered on Cinco de Mayo search phrases and the sweepstakes gave participants the chance to win a variety of prizes including an autographed chef cookbook, a supply of California Avocados and an apron. We were also able to promote the microsite and contest via Cinco de Mayo-themed emails sent to our subscriber list, and integrated promotions on social media
The results of our interactive 2011 Cinco de Mayo campaign exceeded expectations and yielded exceptional results. The microsite received over 7,200 visitors and 4,400 page views over the period of 21 days, with visitors spending an average of three and a half minutes on the site—well past our goal of a minute and a half. We experienced a 79% conversion rate from the Cinco de Mayo microsite to Facebook with over 2,600 contest submissions, and 1,800 recipe email sign-