Revolutionize Digital Engagement With AI

Avocados From Mexico (AFM) faced the significant challenge of revamping their digital marketing strategy amidst the COVID-19 pandemic. The goal was to maximize audience engagement and dominate the Cinco de Mayo conversation online while quickly adapting to the new digital consumer behaviors shaped by the pandemic.

Avocados From Mexico, renowned for their innovative and disruptive marketing strategies, especially during the Super Bowl, sought to leverage similar success for other significant events like Cinco de Mayo. AFM is a relatively new player in the marketing world, established in 2013, and has quickly risen to prominence by pushing the boundaries of digital marketing in the food industry.

In collaboration with EPICA, a leader in data management and machine learning strategies, AFM embarked on a rapid digital campaign creation titled "#HomemadeCinco". EPICA's role was pivotal in analyzing and optimizing vast amounts of consumer data to drive personalized content. Utilizing EPICA’s advanced machine learning algorithms, AFM developed a gamified campaign that engaged users by allowing them to spin a "guac randomizer" to create personalized guacamole recipes, which they could share online.

The #HomemadeCinco campaign generated almost 6 billion social impressions within just three weeks, far exceeding AFM’s expectations and previous campaign performances. This extraordinary level of engagement showcased AFM's dominance over the Cinco de Mayo conversation, surpassing traditional hashtags and topics associated with the holiday.

The rapid conceptualization and execution of the #HomemadeCinco campaign were underpinned by EPICA's robust data management framework and PulseUp’s Founder machine learning expertise. The campaign effectively merged real-time consumer data analysis with creative digital content delivery. The "guac randomizer" was not just a fun digital tool but a strategic application of EPICA’s AI capabilities, designed to maximize user interaction and content personalization based on historical data and real-time inputs.

The machine learning algorithms employed analyzed behavioral data from previous campaigns stored in AFM's Consumer Data Platform (CDP). Insights derived from this data helped tailor the digital experiences to resonate more effectively with targeted audiences, increasing relevance and engagement. This approach ensured that every aspect of the campaign was optimized for engagement, from the user interface on the campaign site to the social media sharing mechanisms.

Furthermore, the agility of the AFM team and their digital agencies, combined with the rapid deployment capabilities of EPICA’s technology, allowed for the entire campaign—from concept to launch—to be executed within seven days. This swift action was crucial in adapting to the fast-changing market conditions imposed by the pandemic and played a key role in the campaign’s success.

The #HomemadeCinco case demonstrates a successful blend of innovative marketing, advanced data analytics, and machine learning, setting a new benchmark for digital campaign strategies in the food industry and beyond. This project not only enhanced AFM’s brand visibility during a key cultural celebration but also positioned them as a leader in digital marketing innovation, capable of turning challenges into impactful opportunities.