Watermelon board capitalizes on digital tactics

Over the summer, the National Watermelon Promotion Board (NWPB) has infused new online marketing trends into the Consumer Connection program with intent to thrive in the modern digital landscape. Acknowledging that consumers take in information in different ways, the NWPB has implemented emerging marketing trends by using dynamic digital approaches. 

“The Watermelon Board has been able to be incredibly dynamic and responsive when it comes to navigating trends, capitalizing on our fun fruit personality that is flexible to react in many spaces,” said Stephanie Barlow, senior director of communications at NWPB. “We prioritize a playful image that keeps our pages vital and vibrant while growing in engagements year more than year.”

One of the biggest tactics utilized in 2022’s “Use the Whole Watermelon” campaign was the prioritization of vertical video. Vertical video is easier to view on mobile devices, which reached more than 225,000 viewers of Watermelon.org web viewers in May-August. Social platform algorithms are also prioritizing video in people’s feeds, so vertical videos are getting more engagement.

“It is imperative that we continue to not only recognize and monitor new and upcoming digital trends but are also nimble enough to reassess our initial plan and act,” said Barlow. “In some cases, that means acting fast. We will try a new digital tactic for a short period of time in order to test the audience’s reaction for a larger potential activation in the future. For NWPB, the tactic’s success is largely determined by audience engagement.” 

For National Watermelon Day on August 3rd, the NWPB organized its first-ever online scavenger hunt. The 24-hour campaign used Instagram stories to ask watermelon trivia questions and encouraged followers to visit Watermelon.org for correct answers. Even though the campaign was short in duration, it gave the NWPB a good look as to how they should approach future campaigns.