CHALLENGE
A late-season brand launch threatened sales of a new fungicide.
Fungicides are often the first expense to fall prey to a farmer’s tightening budget in a difficult year. Moreover, the market for the disease-controller is highly saturated, with little differentiation in product or brand messaging. When Syngenta launched its new Trivapro® fungicide, the first in its product class for corn, soybeans and wheat, it faced not only these challenges but also the setback of delayed EPA approval, making it unavailable until well after the purchase window for this type of product. Against these odds, Syngenta engaged G&S as its AOR to engineer a successful launch and boost sales of Trivapro®.
Solution
We launched the
#NotAfraidToWork
campaign.
During a time when farmers were not typically seeking a new fungicide, G&S had to create a buzz around Trivapro® that would resonate with the target audiences of growers and retailers. Aligning the value proposition of Trivapro®, which works harder and lasts longer than other brands, with farmers, who embody hard work themselves, we built an emotional connection with the grower unrivaled by any fungicide brand on the market. This gave birth to a fully-integrated campaign: #NotAfraidToWork.
- Launched the #NotAfraidToWork campaign at the Farm Progress Show, one of the largest industry trade shows for agribusiness.
- Retained Mike Rowe, Dirty Jobs television personality, to speak at the trade show on the value of hard work, sharing the #NotAfraidToWork message with hundreds of farmers, VIP customers and media.
- Coordinated a six-month online photo contest following the event, with Syngenta donating $5 to the mikeroweWORKS Foundation for each social media share of the website – resulting in a $10,000 donation to the Future Farmers of America, which supports the next generation of farmers.
Despite the late launch, the campaign drove engagement – and sales.
Drove 5,000+ sessions and 7,000 page views to the product page for Trivapro®, in addition to 13,801 sessions and 24,000+ page views to the contest site.
Exceeded the original #NotAfraidToWork contest goal, with 425 contest submissions and 1,234 votes, boosted by the influencer marketing strategy.
Beat sales projections not only for the first year but also over time.
Continued to perform as one of the top brands in the Syngenta portfolio.