Avocados From Mexico has built one of the most successful digital practices in the industry in terms of both creativity and performance. Ivonne Kinser, AFM's head of digital marketing & ecommerce, will share the brand's approach to combine creativity, technology and data to develop stronger customer relationships that significantly increased the performance of their campaigns.

1. "Avocados From Mexico boasts
one of the most dramatic and
impressive rises to prominence in
recent marketing history”
2017

3. INNOVATION
THROUGH
CREATIVITY,
TECHNOLOGY &
DATA
Ivonne Kinser – Avocados From Mexico

6. MOT
SUPER BOWL

7. HISTORIC WEEKLY RECORD
MEXICAN AVOCADO IMPORTS
78 MM POUNDS

8. 0
50
100
150
200
250
300
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
WITH 277 MILLION POUNDS OF
AVOCADOS SOLD WITHIN THE 4 WEEKS
LEADING THE SUPER BOWL, WE BROKE
A HISTORICAL RECORD
MILLIONS OF POUNDS OF AVOCADOS SALES WITHIN SUPER BOWL MONTH

9. FOCUS: FORCES

10. FORCES
TRENDS
Forces have the
transformational power to
change the way we interact with
the world
Mega-trends offer a fertile soil
for our message to breakthrough
PERMANENT IMPERMANENT
10

11. Use computational
power to understand our
consumers’ preferences
and meet their needs in a
personalized way

12. 1) Share to win collectible avocado items from LTO fashion
collections.
2) Buy avocados and submit the receipt to collect points and
exchange them for items from the collections.
3) Watch and share avocado video content personalized “for you”.

13. AVOCADO THINGS
204,000,000
Results on Google
AVOCADO CLOTHING
19,400,000
Results on Google
AVOCADO FASHION
50,500,000
Results on Google
AVOCADO SUITCASE
2,530,000
Results on Google
TOTAL 89.7 M
GOLF 4.9 M
TENNIS 18 M
RUNNING 55.6 M
CYCLING 11.2 M
HIKING -
GYM -

14. AVOCADO NATION STUDIOS
FY22 PLAN: 300 VIDEOS
THE NETFLIX OF AVOCADOS
14

15. NETFLIX PAID $100 MILLION
FOR ONE OF ITS MOST
SUCCESSFUL ORIGINAL
SERIES BEFORE IT TESTED IT,
ONLY BASED ON DATA
Formula: Synergistic factors in a certain volume of users
70% NETFLIX success rate versus networks 35% success rate
15

16. 16
Our most loyal customers
get rewarded while we
capture data
Highlight Data Includes:
• Retailer
• Location
• Basket Details
• Total Basket

17. AFM CDP SUCCESS IN
NUMBERS
MEASURING WHAT MATTERS
17

18. THE COST TO ENGAGE OUR AFM CUSTOM
AUDIENCE WITH OUR WEBSITE’S CONTENT IS
SIGNIFICANTLY LOWER ACROSS THE BOARD,
COMPARED TO THE COST OF ENGAGING NON-
CUSTOM AUDIENCES
COST PER SECOND ON PAGE COST PER SESSION COST PER PAGE VISITED COST PER COMPLETED VIDEO
COST PER ENGAGEMENT ON AFM.COM
MAYA FIST PARTY
-73%
-20%
-38%
-10%

19. 1. Maintain a first party data premium custom audience of 35
million users.
2. Collect over 1 billion data points per year.
3. Continue to increase time on page by 20% YoY.
4. Continue to disrupt the industry with the most creative and
innovative marketing activations in our category.

20. THANK YOU!
IVONNE KINSER