situation
DEKALB, Asgrow and Deltapine seed brands wanted current and prospective customers to see them as a trusted agronomic resource and thought leader.
OPPORTUNITY
The seed distribution model challenged this goal with farmers looking to their dealer or retailer for agronomic support rather than the seed brand. DEKALB, Asgrow and Deltapine needed a way to show how their expertise complemented a farmer’s current agronomic support system.
INSIGHTS
Celebrate the Industry. Champion growers and their agronomic gurus.
SOLUTION
Research revealed social media conversations around seed brands were low in late March/early April. We also discovered NASCAR driver Clint Bowyer, who owns a row-crop farm in North Carolina, indexed highly with growers. With this in mind, we kicked off Agronomy Week — a weeklong celebration of agriculture and the importance of agronomic support. Now entering its fourth year, Agronomy Week highlights the parallels between farming and racing to expand awareness of DEKALB, Agrow and Deltapine’s agronomic support.
Services
- Advertising
- Branding & Communication Strategy
- Media Planning & Buying
- Public Relations
- Research & Marketing Intelligence
- Social & Content
After years promoting Agronomy Week, NASCAR driver Clint Bowyer threw his hat in the ring in 2019, kicking off his first season in the field on his North Carolina farm.
Following an overwhelming response in its inaugural year, Agronomy Week went international in 2018, expanding the celebration to other North American markets.
#AgronomyWeek mentions
Million social impressions
Earned media stories
Total video views