Bayer Crop Science

Creating a national holiday to celebrate agronomists.

industry

Agriculture

Key Outcomes

Improved DEKALB’s brand health monitor scores related to agronomy for three straight years.

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.

3,037

#AgronomyWeek mentions

6.1

Million social impressions

200+

Earned media stories

186,278

Total video views

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