Super Bowl Success with Avocados from Mexico (AFM)

With dozens of brands competing in the Super Bowl each year with short, multi-million dollar advertisements designed to outshine the rest, one of the newest entrants to the Super Bowl advertising space managed to blow away the competition.  Avocados from Mexico ranked 2nd in digital engagement among all brands based on impressions from the first two years of campaigns, and last year's Super Bowl campaign obtained 133,000 social mentions with a staggering 828,000,000 impressions.  However, this year's Super Bowl digital campaign has already delivered over two billion impressions and has many wondering how a smaller brand and budget has managed to maneuver into the social media conversation.\

One of the biggest keys to their success is the focus on their KPIs (key performance indicators). AFM's biggest KPIs are views of the Super Bowl commercial across all platforms (online, mobile, and live) and dominating the social conversation.  With all the clutter that occurs on social media during premiere events, AFM works to focus on the KPIs and help users participate in the conversation.  Another important factor for their success is overthinking.  The digital team constantly held sessions where the user's journey is analyzed and they worked to make interaction and participation as simple as possible, through the use of tools like an app interface.  Finally, AFM worked to humanize the experience as much as possible.  They relied on influencer marketing, including 100,000 brand ambassadors, to provide numerous avenues of engagement in the days leading up to the Super Bowl and the day of the game itself.  AFM proves that low budgets aren't a roadblock in creating and participating in a global conversation about the brand.