Keeping watermelon at the top of news feeds – and grocery lists – all summer long.
Increase demand for watermelon all summer long with a social campaign that would keep the fruit at the top of social news feeds – and grocery lists.
On behalf of National Watermelon Promotion Board, we turned up the heat with a series of social media campaigns that highlighted key purchase motivators, including health, value and convenience benefits. Starting off with a bang, the Star-Spangled Watermelon campaign and sweepstakes commemorated the national anthem’s 200th anniversary while inspiring easy, All-American watermelon-centric picnics and party ideas. Then, proclaiming the hottest day of the year (July 24, as determined by climatologists) “National Drink Watermelon Day,” NWPB challenged Americans to stay hydrated by eating or drinking watermelon. Culminating on Pinterest with the Ultimate Summer Bucket List, consumers shared their favorite ways to enjoy watermelon during the dog days of summer.
In just four months, Summer of Watermelon single-handedly helped NWPB nearly reach its annual social media goals. Results included:
- 18,000 new Facebook fans
- 500 new Twitter followers
- 32,000 Pinterest repins from Watermelon.org
- More than 250,000 Watermelon.org visitors engaging with hundreds of watermelon recipes and health and nutrition facts