How Do You Anjou? Instagram Contest
Objectives: To drive demand for the last pears of the season (Anjou pears), and to increase USA Pears Instagram followers while elevating social engagement with consumers.
Campaign: Spring marks the end of fresh pear season until fall. The How Do You Anjou? Instagram loop giveaway and photo contest, which ran from May 16 through June 3, challenged Instagram users to learn more about the Anjou variety, its versatility and nutritional properties through inspirational posts. For the inspirational posts, five influencer candidates were identified based on the audiences they reached, creativity and experience in recipe development and photography, and number of followers. USA Pears engaged and tasked each influencer with creating an Anjou recipe to post to its Instagram page. The posts required a photo highlighting the influencer’s pear dish, a quick tip or description about the creation, and instructions for the contest. During the campaign, Instagrammers hunted for six #How DoYouAnJou posts from these various influencers. At the end of the loop, each participant was asked to submit a photo of how they use and enjoy Anjou pears in everyday life.
Results: USA Pears increased its Instagram followers by more than 18 percent — garnering engagement as evidenced by nearly 50 comments on the #HowDoYouAnjou post. Further demonstrating engagement, the contest secured 20 photo entries. USA Pears analyzed and identified key takeaways for future campaigns, including the importance of increasing the number of inspirational influencers who post, to create a larger digital footprint and exponentially grow engagement.
