Campaña Avocados from México
For its client Avocados From Mexico, LERMA/ was the agency in charge of social media for the brand and its consumers during this year’s Super Bowl. Francisco Cardenas, principal, Digital & Social Strategy at LERMA/, spoke with PRODU about developing the project for the Big Game. “This year was exciting, since coming out with a spot creates tremendous speculation, tremendous emotion about the campaign and makes us establish War Rooms, which during the day of the game offer constant activities to keep avocado fans interacting with our brand. What changed was learning to have longer periods (weeks before the game) of the Always Good campaign in order to add positive value to the digital conversations taking place around the social media. An ambitious goal, but motivating,” Cardenas said. As the online agency for Avocados From Mexico, the role of LERMA/ has been to team up with Brand Marketing in order to create the strategy and execution of the campaign in collaboration with a roster of specialized agencies. “Every year the focus changes a little. For example, this year’s study of the shopper played an important role in the launch, for which LERMA/ collaborated in the creation of assets for this stage of the campaign. Then, looking ahead to the Super Bowl, the agency organized daily War Rooms that executed the Always Good campaign with a variety of subjects related to the Internet culture. It was a brutal work of orchestration in terms of time and content volume,” he said.Five trillion viewsCardenas described as “tremendous” the project’s impact. “Our campaign won almost five trillion views and the volume of content generated by the brand and its users who interacted with the campaign brought in over 200,000 comments, according to Brandwatch. What we liked best was the positive reaction the campaign generated with the #Always Good story line. It was like a subject the community was eager to devour. In times like these, and even more in normal times, people hunger for things that are good for body, brain and spirit, and the avocado is a perfect fit for covering such needs.”After returning from the Super Bowl, Avocados From Mexico combined the brand with marketing the results. “This year, Ivonne Kinser (VP of Marketing & Innovation at AFM) noted that the campaign was built around having a base that would respond to ‘Brandformance’ that seeks, yes, to do branding and position Avocados Fom Mexico, but also includes an element of performance in terms of sales.” Cardenas added that MikMak technology was key for doing just that. “Not just to create links with eComm platforms, but also to capture data from each and every one of the platforms where consumers can buy their delicious avos.” Behind the campaignAlso part of the project are anecdotes that speak of the brand’s and the agencies’ ability to react. Cardenas tells two episodes about the enrichment of the agency’s ability to respond. “As part of the activities on TikTok and under the premise of #AlwaysGood, we created an Avo Glow Up Challenge in the midst of Fashion Week at a pop-up store in New York City. This was something that could be wrapped up at the last minute and which divided the team in two on the subjects of content and production, both on the client side and our side. At the same time we were activating the War Room of the day. When we got there, the clothes collection had not yet arrived. It was still stuck in Miami. Already on the set, the same fashion designer got on the first plane to pick up the collection of AvoClothing – and arrived just in time for the shooting of content for the campaign that was to air that same day. There was an amazing flexibility in the team’s reaction and in how fast they can get things done these days. Another such instance happened when we discovered that one of the basic technologies for the campaign had been left ‘out of business,’ three days before the launch! The development team headed by 270B performed magic and in 48 hours totally reconstructed the technology from zero so we could use it during the campaign. A big phew!”
