"Let’s Talk Todes" Video Series Brings SCN Expert Tips to Soybean Farmers
The Work
Leveraged video marketing, earned media outreach and social media promotion to amplify The SCN Coalition’s management recommendations and support sustainable soybean production.
Approach
A video series, dubbed “Let’s Talk Todes,” featured Coalition experts sharing best management practices for managing SCN. A single video shoot yielded 10 topic-specific videos covering issues ranging from the impact of weather on SCN to selecting SCN-resistant soybean varieties.
To extend the reach of this content, ag media were invited to participate in the video shoot and interview Coalition experts. A coordinated six-week digital and social media campaign promoted the videos during harvest season, while a series of written and audio news releases reinforced key messages and expanded earned media coverage.
Campaign Identity
We created a logo that unified all campaign elements, including digital ads. The logo comes to life in the video introduction.
Results
We helped elevate awareness of the importance of actively managing SCN during harvest through a coordinated communications campaign designed to encourage soybean growers to protect their bottom line. Benchmark research repeated in 2020 demonstrated strong message retention, with 55% of growers recalling the campaign’s core management message.
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1.7M impressionsand almost 100K video views are generated from the campaign.
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6-18% more growersare actively managing SCN than in 2015, according to benchmark research.
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1.2M impressionsAg media amplified the video topics through press releases and interviews.
