The Results
The campaign achieved significant behavioural change from current and lapsed customers. Increased awareness and recall in those communities along with an increased market share of key products, particularly new offerings and new crop options in emerging markets.
From a digital conversion perspective, each year of the campaign sustained strong metrics for cost per click and cost per engagement. This was important as the client’s parent company was a publicly traded company going through a global acquisition and every dollar was scrutinized to determine return on investment.
This campaign delivered well beyond the client’s expectations. Each year of the campaign demonstrated over a million impressions from the geo-targeted audience and the engagements demonstrated purchase intent behaviour. The average time on site proved that readers were reading all of the content and then converting to a call to action by reviewing product profiles and performance data.
Seed Dealers felt connected and supported by the head office marketing team and asked to feature their farmers in the campaign. Perhaps the strongest indicator of success came from the ‘coffee shop’ where the hearts and minds of every Canadian farmer were engaged. Farmers reported a number of ‘cold calls’ from others who wanted to learn more about their experience (while taking a good-natured ribbing in the community for their efforts in promoting farming).