posted on September 09, 2015
MAC using social media to educate and engage with consumers
LANSING, Mich. — The Michigan Apple Committee (MAC) launched a social media campaign September 1 with the help of global PR and marketing firm, Weber Shandwick. The campaign will increase Michigan Apples’ online engagement, in an effort to educate and converse with consumers to increase brand awareness.
“We are already active on social media, but this fall we’ll have an even stronger presence with special campaigns focusing on identifying Michigan Apples in the stores, celebrating the apple harvest and incorporating apples into your family tradition,” said Diane Smith, executive director of the Michigan Apple Committee.
The campaign begins September 1 with the first of three strategies, “Take Back Fall.” This approach will create a rallying cry, calling all apple lovers to help take back fall from other products claiming to be the “flavor of the fall.” Michigan Apples’ social media followers will be encouraged to post pictures of their favorite way to enjoy Michigan Apples using the hashtag “#MIApples.”
The second strategy begins in October and asks friends and fans to “Show Us Your Apples.” The campaign encourages consumers to help each other identify Michigan Apples in the marketplace. Posting on social media will include “checking in” or tagging the retailer, uploading photos of the product and using the hashtag #MIApples.
November and December will kick off with the “Breaking Traditions” campaign, which will encourage consumers to incorporate Michigan Apples into traditional food dishes in unique ways. Followers can share their apple infused dishes in photos and posts online.
The fall campaign is funded with grant dollars MAC received from the U.S. Department of Agriculture (USDA) through the Specialty Crop Block Grant program.
The Michigan Apple Committee is a grower-funded nonprofit organization devoted to marketing, education and research activities to distinguish the Michigan apple and encourage its consumption in Michigan and around the world. For more information, visit www.MichiganApples.com.