11 INTERNATIONAL Europe: NC Sweetpotatoes literally on everyone’s lips Trending: Reels are successful social media tools One highlighted activity of the last few months is mk2’s recent reels project, which rolled-out an international digital campaign positioning North Carolina sweetpotatoes as a versatile, healthy, and delicious ingredient. This trendy social media content sparks great use of efforts since the reels can easily be used in all of our international markets. These 30-second reel videos, aim to inspire the community by featuring the versatility of sweetpotatoes with simple and fresh recipe ideas. Reels featuring recipes for “NC Sweetpotato hummus”, “Smashed NC Sweetpotatoes” and “NC Sweetpotato chocolate mousse” were well received on Instagram and Facebook – resulting in over 200,000 consumer-watched videos and nearly 5,000 likes so far. In January 2022, mk2 released reels to highlight the Europe-wide influencer campaign #veganuary. These reels were a huge success and continue to grow our international “NC Sweetpotato” community. Stay tuned to learn more about the successful #veganuary campaign in our next newsletter. Print and digital media readers love sweetpotato recipes! North Carolina Sweetpotatoes continue to be a hot topic in trade and consumer magazines. Trade media continues to praise the North Carolina Sweetpotato industry with continuous media connections.mk2 hassuccessfullymanaged to place NCSP in an editorial USA country report (4-page article) in one of Germany’s leading trademagazines. Lebensmittel Praxis magazine (‘food practice’) features NCSP as a key agricultural product grown in the USA, reaching over 120,000 readers that are important decision-makers in the German food industry. Whether in the classic trade and consumer magazines or in social media sweetpotatoes from North Carolina continue their success with tremendous media coverage on all channels. Through our multi-prong communication strategy, North Carolina Sweetpotatoes are promoted and recommended by key opinion leaders across Europe, resulting in increased sales volumes and consumption of North Carolina sweetpotatoes. Fast growing NCSP Community European NCSP social media channels are constantly increasing. Established channels in Germany, Poland, and Sweden have shown continuous growth. Additionally, the newcomer channels in UK and Denmark are off to a great start. The NCSP Instagram channel in UK, which was set up in mid-2020, has been successful in building a large community over the past 15 months, with around 1,400 followers. Likewise, the newest NCSP community in Denmark increased to over 700 fans and followers in only five months reaching more than 150,000 Danish customers with sweetpotato content.
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