To stand out in the saturated ag media landscape, 6P developed a high-impact creative campaign that spoke to farmers’ critical needs. Display advertisements and sponsored content broadcasted the message to audiences of Canada’s top-performing ag media sources via e-newsletters and website advertising. E-blasts, pay-per-click advertising (Google AdWords), and social media advertising completed the online awareness campaign, while high-frequency radio and print advertisements reached offline audiences across Western Canada.
Expanding the network of people knowledgeable about the program and eager to discuss the benefits is an excellent way to increase reach without substantially increasing costs. We approached Western Canada advisors with reasons to speak to farmers about commodity marketing strategies and financial planning through an engaging influencer package as a classic, nostalgic red toolbox. A conversation starter in every office, the completed kit created immediate value and took up minimal desk space, which decreased the odds of getting junked.
Over the initial six weeks, this campaign garnered over 10 million producer impressions. Traffic to the CCGA website increased 400 percent, with traffic from mobile devices up 1,200 percent (smartphones) and 1,900 percent (tablets). The Advance Payment Program pages, which were infrequently visited before the promotion, accounted for seven of the 10 most frequently visited pages during and after the promotion. This campaign resulted in an 82 percent increase in farmers securing loans for the first time compared to the same period the previous year. Twice as many young farmers (a primary target audience) secured loans, and the average advance amount increased by 14 percent overall (an ROI sales objective).
This trend of heightened engagement continues, resulting in an even brighter future for the CCGA, commodity producers, and the Canadian economy. Our efforts were even recognized by the Canadian Agri-Marketers Alliance with a BEST OF CAMA award for direct mail!
