A South Korean model wears designer clothes inspired by Almond Board colors.To deliver almond key messages to our target audience in South Korea, Almond Board of California (ABC) carried out activities tied in with the 2017 F/W Seoul Fashion Week (SFW). SFW was a great opportunity to amplify the beauty benefits of almonds, and to show that almonds are a trendy snack to consumers in South Korea — two key elements that create a unique selling point for almonds in this market. The overall campaign included traditional public relations, social media and online advertising.
The foundation of the program was operating a booth at SFW, where ABC executed offline events. The first event was “Show Me Your ‘with Almond’ Style,” which displayed three zones (beauty, fitness and travel) for participants to take pictures for their Instagram account and share with their friends. The other was “Find Your Eat Item,” which was a fill-in-the-blanks quiz with almond information and benefits.
Clothes Designed with ABC Colors
In addition, California Almonds formed a partnership with a designer brand called Rocket X Lunch. The designer created clothes for his new line inspired by ABC colors. The designer also created collateral (eco-bag and T-shirt) that we distributed to direct attendees and visitors to ABC’s consumer booth.
With regard to public relations, Almond Board of California issued a press release and conducted a photo call with invited photojournalists, earning coverage in 39 publications and generating nearly 200 million impressions to date.
Model and Almond Board spokesperson Kim Jin Kyung poses in the ABC booth at South Korea’s Spring Fashion Week for photojournalists.
Social media included content on Facebook, but we primarily used our Instagram account, @almondsKR, to support the offline activities. We posted images and Instagram stories to support our program efforts in a very fun and natural way. Through all our activities, we gained more than 500 Instagram followers.
Instagram Success
In addition, California Almonds shared almond content posted by fashion models and beauty influencers on their own Instagram accounts. A total of 27 images and videos were shared by influencers, and the posts received more than 25,000 likes.
After Fashion Week, ABC created a California Almonds in Seoul Fashion Week video to showcase all of our activities during Seoul Fashion Week.
Combining the digital advertising and social media activities, the program is anticipated to generate more than 10 million digital impressions.
