FMC CORAGEN
"Rural Activation"
Brief
To organise a campaign that engaged non-users of Coragen® in the sugarcane segment and build credibility for the brand
Insight
Farmers trust other farmers the most. Live user testimonials create authenticity and help address real-world problems in a relatable way.
Idea/Execution
The campaign virtually connected existing users with non-users, facilitating open discussions via live videocalls around the benefits and efficacy of Coragen®. Short video vignettes were created for mass media, generating excitement and amplifying the message. Long-lasting impact was ensured by capturing authentic farmer testimonials, which resonated with the broader farming community and reinforced trust in the band
Impact
- Conducted 90 micro-events over 45 days
- Generated over 25 million impressions on social media
- Achieved a 7% increase in customer base
- Built long-term credibility for Coragen® through authentic farmer voices
conversion, rural, agri, agricultural, crop chemicals, herbicide, pesticide, fertiliser, engagement, farmer, MNC, rural activation, rural marketing, integrated project
