Harvard Case - Super Bowl Storytelling
"Super Bowl Storytelling" Harvard business case study is written by Shelle Santana, Jill Avery. It deals with the challenges in the field of Marketing. The case study is 12 page(s) long and it was first published on : Dec 3, 2018
At Fern Fort University, we recommend that Avocados From Mexico (AFM) embrace a multi-pronged marketing strategy that leverages the Super Bowl platform to build brand awareness, drive consumer engagement, and ultimately increase avocado consumption. This strategy will focus on storytelling, humor, and digital engagement to resonate with a broad audience and create a lasting impact.
2. Background
Avocados From Mexico (AFM) is a marketing organization that promotes avocado consumption in the United States. They have a history of successful Super Bowl advertising campaigns, including the memorable 'The Avocado Song' in 2016. However, in 2023, AFM faces a challenge: how to maintain relevance and stand out in a crowded advertising landscape while navigating a changing consumer market.
The main protagonist of this case study is AFM, who needs to develop a winning Super Bowl marketing strategy to achieve their objectives.
3. Analysis of the Case Study
Marketing Strategy Framework:
We will analyze the case using the Marketing Mix (4Ps) framework, focusing on the following:
- Product: AFM's product is avocados. The strategy should focus on highlighting the versatility and health benefits of avocados, while also emphasizing the unique qualities of Mexican avocados.
- Price: AFM's pricing strategy should be competitive while also reflecting the value proposition of Mexican avocados.
- Place: AFM needs to ensure that avocados are readily available in various retail channels, including grocery stores, online platforms, and restaurants.
- Promotion: This is where the Super Bowl strategy comes into play. AFM needs to create a compelling and memorable advertising campaign that resonates with the target audience.
Key Considerations:
- Consumer Behavior: AFM needs to understand the evolving consumer preferences and consumption patterns, particularly among younger generations who are increasingly health-conscious and digitally savvy.
- Competitive Landscape: The Super Bowl is a highly competitive advertising space. AFM needs to differentiate itself from other brands and create a unique and engaging message.
- Digital Marketing: Leveraging digital channels like social media, influencer marketing, and online video platforms is crucial for reaching the target audience and driving engagement.
- Brand Positioning: AFM needs to reinforce its brand positioning as the premier source for high-quality, delicious avocados.
SWOT Analysis:
Strengths:
- Strong brand recognition and positive brand image
- High-quality product with versatile uses
- Proven success with Super Bowl advertising
- Strong relationships with retailers and distributors
Weaknesses:
- Limited marketing budget compared to larger competitors
- Potential for negative publicity if the campaign is not well-received
- Avocado consumption can be seasonal
Opportunities:
- Growing demand for healthy and sustainable food options
- Increased interest in Mexican culture and cuisine
- Potential for partnerships with other brands and influencers
Threats:
- Competition from other avocado producers
- Economic downturn impacting consumer spending
- Negative media coverage of the avocado industry
PESTEL Analysis:
- Political: Trade policies and regulations can impact the avocado industry.
- Economic: Economic conditions can affect consumer spending on non-essential items like avocados.
- Social: Growing health consciousness and interest in sustainable food practices present opportunities.
- Technological: Digital marketing and social media offer powerful tools for reaching target audiences.
- Environmental: Concerns about water usage and deforestation can impact the avocado industry.
- Legal: Food safety regulations and labeling requirements need to be considered.
4. Recommendations
AFM should implement the following recommendations to create a successful Super Bowl marketing strategy:
1. Storytelling and Humor:
- Campaign Theme: 'Avocado: The Superfood for Super Bowl Sunday.'
- Storytelling: Develop a humorous and relatable story that showcases the versatility of avocados and their role in Super Bowl celebrations. This could involve a family gathering, a group of friends enjoying guacamole, or a humorous take on the 'avocado toast' trend.
- Celebrity Endorsement: Partner with a popular celebrity or influencer who aligns with AFM's target audience and can bring humor and relatability to the campaign.
2. Digital Engagement and Social Media:
- Interactive Content: Create engaging social media content that encourages user participation, such as contests, polls, and recipe sharing.
- Live Streaming: Host a live stream event on Super Bowl Sunday featuring a celebrity chef demonstrating avocado recipes and interacting with viewers.
- Social Media Influencer Campaign: Partner with food bloggers and social media influencers to create avocado-themed content and promote the campaign.
3. Strategic Partnerships:
- Co-Branding: Partner with complementary brands, such as tortilla chip manufacturers or salsa producers, to create co-branded products and promotions.
- Restaurant Partnerships: Collaborate with restaurants to offer special avocado-themed dishes and promotions during Super Bowl week.
4. Data-Driven Marketing:
- Targeted Advertising: Utilize data analytics to target specific demographics and interests on social media and online platforms.
- Marketing Automation: Automate email marketing campaigns and social media interactions to streamline communication and personalize the customer experience.
5. Post-Super Bowl Engagement:
- Contests and Giveaways: Continue to engage consumers after the Super Bowl with contests and giveaways related to avocados.
- Recipe Sharing: Create a dedicated landing page or social media channel for sharing avocado recipes and culinary inspiration.
- Customer Relationship Management (CRM): Use CRM tools to collect customer data and track engagement, allowing for personalized communication and targeted marketing efforts.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: AFM's core competency lies in promoting avocado consumption. The recommendations align with this mission by focusing on building brand awareness, driving engagement, and ultimately increasing avocado consumption.
- External Customers and Internal Clients: The recommendations address the needs of both external customers (consumers) and internal clients (retailers and distributors) by providing a compelling marketing strategy that drives sales and strengthens relationships.
- Competitors: The recommendations differentiate AFM from competitors by focusing on storytelling, humor, and digital engagement, creating a unique and memorable brand experience.
- Attractiveness: The recommendations are attractive because they leverage the Super Bowl platform to reach a large audience, create a strong emotional connection with consumers, and drive measurable results.
Assumptions:
- The Super Bowl remains a highly effective platform for reaching a large audience.
- Consumers are receptive to humorous and relatable advertising campaigns.
- Digital marketing channels are effective for engaging with target audiences.
- AFM has the resources and expertise to execute the recommended strategies.
6. Conclusion
By implementing these recommendations, AFM can create a successful Super Bowl marketing campaign that drives brand awareness, consumer engagement, and ultimately increases avocado consumption. The combination of storytelling, humor, digital engagement, and strategic partnerships will create a memorable and impactful brand experience that resonates with a broad audience.
7. Discussion
Alternatives:
- Traditional TV Advertising: AFM could focus solely on traditional TV advertising, but this approach may not be as effective in reaching younger audiences who are increasingly consuming content online.
- Product Placement: AFM could explore product placement opportunities in popular movies or TV shows, but this can be expensive and may not guarantee a significant return on investment.
Risks:
- Negative Publicity: The campaign could receive negative publicity if it is not well-received by consumers.
- Budget Constraints: AFM may need to adjust the scope of the campaign based on budget limitations.
- Competition: Other brands may launch similar campaigns, making it difficult for AFM to stand out.
Key Assumptions:
- Consumers are receptive to humorous and relatable advertising campaigns.
- Digital marketing channels are effective for engaging with target audiences.
- AFM has the resources and expertise to execute the recommended strategies.
8. Next Steps
Timeline:
- Q1 2024: Develop campaign concept, finalize creative assets, and secure partnerships.
- Q2 2024: Launch digital marketing campaign, including social media and influencer marketing.
- Q3 2024: Execute Super Bowl advertising campaign and monitor results.
- Q4 2024: Analyze campaign performance, identify areas for improvement, and plan future marketing initiatives.
Key Milestones:
- Secure celebrity endorsement
- Finalize campaign creative assets
- Launch digital marketing campaign
- Execute Super Bowl advertising campaign
- Analyze campaign performance and identify areas for improvement
By following these recommendations and taking the necessary steps, AFM can create a successful Super Bowl marketing campaign that strengthens its brand, drives consumer engagement, and ultimately increases avocado consumption.
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Case Description
The one day a year when consumers not only tolerate but actually eagerly anticipate ads is during the NFL's Super Bowl. In sharp contrast to their behavior on the other 364 days of the year, consumers watch an average of 89 commercials per Super Bowl game for an average of 46 minutes. Why are consumers willing to spend 3.5x more time watching commercials on the Super Bowl than on any other day of the year? Perhaps because they have come to expect the best, most creative, most engaging storytelling of the year from advertisers. With one out of every three Americans glued to the game, advertisers know they have a captive audience and they go to great lengths to stand out in what is somewhat akin to a battle of the brands. However, at a cost of more than $5 million for a 30-second spot, is Super Bowl advertising worth it? And, which types of Super Bowl stories are more and less likely to "win" on the Super Bowl?
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