Banana Marketing Monthly Update - March 2019 - Hort Innovation
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Banana Marketing Monthly Update March 2019
March Highlights • National Banana Day starts to hit the headlines • Launch of Australia’s first Banana-ologist competition on Facebook and Instagram • Television activity has finished up, with reach goals hit in all markets. • Influencer PR activity on Instagram receiving nearly 19,000 likes
3
Upcoming activity
National Banana Day
The key objectives for the day is to make ‘na-nas’ top of mind for Australian consumers, educate
them around the health benefits and motivate them to purchase in-store.
PR/ Media Retailer Grower Day of
Engagement Engagement Profiling Celebration
• Announcement of the • Marketing • Local and national press • Celebration at Coffs
day communications interview opportunities Harbour’s Big Banana
• Targeting a nutritional • Providing logos and • Attendance of Billy
segment on morning TV assets Slater and Susie Burrell
• Banana drops to press • Shared PR activity
• Photo call on NBD
National Banana Day
This month, we announced National Banana Day to media alongside two
recipes, Smashed Banana Toast with Bacon and Poached Egg and Milo Weet-
Bix Banana Loaf.
We secured interviews for our ambassador Susie Burrell with:
• Female.com.au
• Mouths of Mums – article and Facebook posts going live 16th April
• WHIMN – pending live date
National Banana Day KPI
Total pieces of press coverage 50
Total cumulative reach 5,000,000
National Banana Day: PR and Social Social • Australia’s First Banana-ologist This social media competition is now live! If you now any banana-loving youngsters, be sure to enter here PR • Banana Bootcamp Ex-bachelor and fitness guru, Sam Wood (right), will be leading the Banana Bootcamp on the 24th April. This family-friendly event will be used to promote the health benefits of bananas and generate awareness in the lead up to National Banana Day on May 1. • The Big Banana A press photo opportunity at The Big Banana in Coffs Harbours on May 1 with ambassadors Billy Slater and Susie Burrell. Australian Bananas are communicating closely with ABGC and retailers to further spread the word of National Banana Day.
March Activity
Media Campaign
Media Block plan | FY19 & FY20
FY19
JAN FEB MAR APR MAY JUN
2 weeks on 1 week off
TV
2 weeks on
ONLINE
(Digital/Video)
CINEMA
TRANSIT
(Buses)
GYM &
SPORT
CENTRES
RETAIL
OOH
TRIBETV Update Target demographic unique
Reach:
SYD: 1,184,912
Australian Bananas has now finished its Television Activity for the 2019 H2. MEL: 1,241,955
BRI: 855,808
Our goal was for over 45% of our target audience to see the ad at least 2 ADL: 424,080
times. We exceeded our reach goals in all metro and regional markets. PER: 600,644
50 47.2 52
47
45 45 45 46 45 45 45 45 50
45 47
45 45 45 45 46 45
45
40
40
35
35
30 30
25 25
20 20
Sydney Melbourne Brisbane Adelaide Perth NNSW SNSW QLD VIC
Goal Reach Goal ReachDigital Video We continue to hit our demographic by targeting their online viewing habits across the major networks catch up television offerings as well as via contextual sites, App and Flybuys shopper data targeting.
Digital Mobile
Australian Bananas are continuing to
targeted consumers via mobile
advertising.
Using historical location data, we have
created a segment of consumers who
frequent gyms and health food stores
and have been able to serve them an
Australian Bananas ad to keep the
healthy snack top of mind.Out Of Home (OOH) – Transit and Large Format Australian Bananas have now finished their time in market for the Out of Home Transit strategy (buses). Full results will be reported on at the end of the total OOH campaign. Australian Bananas are getting ready to launch its final large format billboard in NSW for the last burst of OOH activity.
Out Of Home – Retail
Australian Bananas have continued its
activity in the retail landscape, driving
awareness and consideration at the point
of purchaseOut Of Home – Cinema
Australian Bananas’ are continuing their
activity the within market in the cinema
landscape, providing great incremental
reach across the Australian Bananas
demographic.Out Of Home – Gyms
Australian Bananas were seen
throughout gyms nationally,
targeting consumers in a
contextually relevant
environment.Social and PR
Facebook
1.18 million people were reached with Australian Banana’s content on Facebook in March.
After an adjustment to our targeting strategy in Feb, we have halved our cost per thousand reach
- allowing us to maintain our overall reach despite a reduced H2 budget. This strategy will be
carried forward in future months.
DELIVERED REACH COST PER THOUSAND REACH ($)
1,400,000 $25.00
1,200,000
$20.00
1,000,000
800,000 $15.00
600,000
$10.00
400,000
200,000 $5.00
0
Nov '18 Dec '18 Jan '19 Feb '19 Mar '19 $0.00
Paid 1,167,184 984,319 950,268 1,117,118 1,116,675 Oct Nov Dec Jan Feb Mar
Organic 129,285 92,730 94,109 65,511 68,599 CPR $18.18 $22.51 $22.24 $19.16 $9.18 $8.85Top Performers (Total Engagement) #1 #2 #3
Top Performers (Total Reach) #1 #2 #3
Instagram Summary
5800 300
5600 250
5400 200 In March we saw an increase in total
5200
150 followers on the Australian Bananas
5000
4800
100 Instagram page
4600
50 The account continues to have
4400 0
steady follower growth with the
4200 -50
current amount of followers sitting
at 5,622
↑
Total Follower Follower growth 65
Source: Rival IQ data taken on 03 April 2019
© 2019 IKON COMMUNICATIONS PTY LTDInstagram Top Performers (Total Engagement)
#1 #2
The top performing post for the month was the Tribe The next best performing post was the “Banana
(Pics for the fam) post. It gained 721 engagements in crumpets” recipe video. It was the only video content
the form of likes, comments, shares and saves. posted onto Instagram this month and received 229
engagements.Sentiment Sentiment continues to be positive with the Australian Banana community sharing photos and their appreciation for bananas, sentiment came in the form of comments, Instagram tags and mentions and direct messages The most engaging comments came from comments on the banana ‘pulled peel’ shared by Australian Bananas. The post received mixed comments with some people trialing the recipe, whilst others were adamantly against it.
Ambassador: Susie Burrell In March, Susie developed and shared a ‘eating when you are stressed’ content piece to her blog
Influencer activity
In March, we utilised 2 influencers popular
with our target markets to spread the
benefits of Bananas.
Instagram post: Liv Phyland
Likes: 1,987
Instagram live story: Liv Phyland Comments: 15
Followers: 49,900Influencer activity
Instagram post:
Eleesha Quinn
Likes: 16,983
Comments: 675
Followers: 154,000Weet-Bix Kids TRYathlon Melbourne Australian Bananas continued it’s sponsorship of the Weet-Bix Kids TRYathlons, by providing bananas to competitors. The Melbourne event took place on Sunday 10 March 2019, and the Perth event on Sunday, 24th March. The events had 2,474 and 1,719 participants respectively, with over 10,000 spectators in total.
2XU Triathlon Series Race 6 The final race in the 2XU Triathlon Series took place in St Kilda on Sunday 31 March 2019, with over 2,000 participants. Australian Bananas provided 800 bananas for the event.
Feast of the Senses Feast of the Senses was held in Innisfail from the 28th – 31st March. Australian Bananas provided a range of merchandise for the festival, and were the main sponsor of the market day. Australian Bananas Marketing Manager, Tate Connolly, was also in attendance.
In-store demonstrations In-store demonstrations for Lady Finger Bananas have commenced, with 177 sessions to be held across Woolworths, Coles and independent stores nationwide. The activation involves handing out samples of recipes containing Lady Fingers Bananas and brochures to consumers, to ultimately educate them on the benefits of this variety. To support this activity, there will be also two Lady Finger Social Media posts on Facebook.
Bounty Bags We have continued with the Bounty Bag campaign, with 16,060 handed out to new mums in March. A full wrap up of the campaign will be reported on after the 12 month campaign finishes at the end of April.
Website There has been a slight drop in visits this month: - February saw a range of 537 – 950 visitors per day (including return visits) - March saw a range of 610 – 895 visitors per day (including return visits)
Thank you The latest Nielsen data is available at https://www.harvesttohome.net.au The process for ordering banana merchandise and the items available is saved in the monthly update section of the website If you don’t understand any terminology used in the report, make sure you check our Na Na Marketing Jargon saved in the monthly update section For Username and Password details please contact Tate Connolly. Please note this is for levy payers only For further information, please contact Tate Connolly Tate Connolly | Marketing Manager | Hort Innovation | Level 8, 1 Chifley Square, Sydney NSW 2000 | Mob: +61 427 145 642 | Fax: +612 8295 2399 | Email: Tate.Connolly@horticulture.com.au
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