By Elisa King, Horticulture Innovation Australia
This year is set to be Aussie Mangoes’ biggest season yet, with a campaign for the mango emoji kicking off this month (September). The campaign will invite social media influencers and Aussie mango lovers alike to advocate for the inclusion of a mango emoji alongside the other fruits and vegetables we see used in everyday social media communication.
The idea for a campaign for the mango emoji was developed after we noticed many of our followers on social media were crying out for an emoji to express their love for their favourite fruit on digital platforms. In encouraging mango lovers across Australia to rally behind the cause and register their support, we see an opportunity for large-scale involvement to kick-start the mango season and drive awareness, with a passionate online mango frenzy throughout the rest of the season.
At the end of the campaign, we will aggregate the results and sentiment to produce a proposal for the mango emoji that will be sent to the worldwide authority for emojis, The Unicode Consortium. We hope this will convince them to add Australia’s favourite fruit to emoji keyboards around the world.
In keeping with the momentum from the launch of the emoji campaign, we will be celebrating Mess-tival’s 5th birthday at Sydney’s Bondi Beach, in partnership with the North Bondi Surf Life Saving Club. On the first weekend of summer, nippers and mango fans will celebrate this five-year milestone by once again stepping up to the challenge of mango eating competitions and mango races, as well as tasting, photo opportunities, mango flower carving demonstrations and merchandise giveaways. The celebrations will be leveraged through national television coverage, event listings, social media content, and influencer attendees.
Based on last season’s success with influencer outreach, we will once again be working with foodie influencers in encouraging them to share their love for the king of fruit by posting mango serving suggestions and recipes across their social media platforms, YouTube channels and blogs. This year, we will be increasing this activity with Instagram takeovers, during which foodie influencers will take charge of the Aussie Mangoes Instagram page for periods of time, posting their favourite mango recipes and sharing their passion for mangoes, whilst driving their audience to our digital channels.
For the 2016/17 season, we will return to the staple of our press office activity, grower famils, to provide the mango loving community with a behind-thescenes look into the industry that brings summer’s most iconic fruit to mango lovers across Australia and the world. Journalists and influencers from print and digital publications will be invited to take a tour of a mango farm, taste-test the produce, experiment with recipes and share their experience and newfound knowledge about the mango industry with their readers.
Finally, we will be continually sharing recipes, industry tidbits, cooking tips and storage suggestions with print and digital publications to maximise awareness and ensure mangoes are kept front-of-mind for the duration of the entire season. Alongside this, the Aussie Mangoes Facebook and Instagram pages will be sharing recipes and cooking tips, running mango madness competitions, posting trivia content, seasonal information, how-to videos and content to drive the mango emoji campaign. This array of content will spur community engagement and content-sharing, increase awareness, and encourage mango-lovers to stock up, cook-up and eat-up the delicious king of fruits throughout the 2016-17 mango season.
For more information contact Elisa King at Horticulture Innovation Australia: firstname.lastname@example.org or (02) 8295 2332