Since the Guatemalan government implemented strict stay at home orders due to the development of COVID-19, the use of social media has increased significantly. USRPA considered it very important to continue the promotional campaign presence and started a social media campaign using social platforms including Facebook, Instagram, YouTube, and Twitter. Consumers are targeted with live cooking classes, video recipes, photos, cooking tips, menu ideas, rice facts, and more. In June we launched the first live interactive virtual cooking course where attendees can follow along for free on Zoom, live cooking classes are broadcasting two days a week since June and we will continue to the rest of the year.
Thanks to the success of the social media campaign an increase of new followers, shares, and likes has been reflected in the data. Our Facebook fan page “USA ARROZ” counts with 1,552 followers and the number increasing day by day. Page analysis reported an increase in the number of followers not only in Guatemala but also in Colombia, Peru, Mexico, USA, Argentina, and Bolivia. This campaign allows us to go beyond a single sector since social networks reach all over the world.