CHALLENGE
Weeds plague the corn and soybean fields of the Midwest.
Weeds aren’t an exact science, but they tend to emerge in the same sequence each year. Understanding that sequence can help growers make key decisions about their business. Recognizing an opportunity, leading agriculture company Syngenta partnered with G&S as its agency of record to identify patterns in conversations around weed emergence and position product offerings to align with grower needs.
SOLUTION
We launched the Weeds Waking Up campaign.
G&S implemented a proactive social listening campaign, monitoring online conversations to identify the seven most popular weed varieties inflicting damage on crops in the Midwest. We then leveraged this intelligence in our advertising strategy, aligning Syngenta’s product offerings with the most commonly expressed pain points facing growers.
- Created and introduced a series of eight 12-second video episodes and 7 related blog articles to share across Syngenta’s enterprise social media channels in a four-week campaign.
- Leveraged organic and paid social strategy to drive narrowly-targeted audience segments to specific webpages.
- Executed a paid advertising and retargeting strategy to test effectiveness and increase engagement among social media audiences and prior site visitors.
Targeted content unlocked meaningful engagement and inspired action.
Improved click-through rates on Facebook by 58% over the channel average for the four previous quarters.
Influenced 100% lift in volume of video views among visitors who had previously engaged with the brand
Overcame the misperception that the grower audience was not as active on social media, helping Syngenta optimize a previously untapped source of valuable customer data.
Increased ad recall for Syngenta brands with social media campaign, contributing to increased interest and higher sales.