Hass Avocado Board
Case Studies
Microsites - Web site Design & Development Case Study
The Hass Avocado Board (HAB) runs three major campaigns a year to capitalize on seasonal events that traditionally include high avocado consumption and coincide with periods when Hass Avocado volume is at its peak in the U.S. marketplace. The goal of each campaign is to increase retail and consumer demand and raise awareness of Hass as the brand of preference.
The campaigns are centered around microsites, promoted via search engine marketing and online display advertising, and integrated with offline efforts including TV, celebrity spokespersons, public relations and in-store merchandising.
Microsite Case Study: 2009 Game Day Entertaining Campaign
Research indicates that sports fans are large consumers of avocados. This campaign was timed to take advantage of autumn's peak Hass supplies and seasonal sports activities. Tactics to increase consumption included sports-themed recipes along with tailgate and home party entertaining tips at the Game Day microsite. The campaign featured a sweepstakes component with the opportunity to win a home entertainment system. Online campaign promotion included pay per click ads on Google's search network and display banners on HAB's primary site and sports-oriented web sites. In addition, the Game Day microsite was optimized for organic search.
- Results: The 2009 Game Day microsite, which was promoted during October 2009, garnered over 59,900 visits and 273,900 page views. Top-performing search keywords were "guacamole recipes," "avocado recipes" and "guacamole dip recipes." Among the success metrics was a total campaign click-through rate of 0.22% for the banner ads -- more than double the industry average of 0.10%. About 71% of the click-throughs were driven by the sweepstakes offer, which drew over 14,800 valid entries (up from 5,088 in 2008). The campaign also netted 2,854 new subscriptions to the recipe email newsletter compared to 500 the previous year.
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