Crop Nutrition & Protection
AgBiome
The Challenge
In its twentieth year serving broadacre agriculture, ESN continues to hold a unique position within the value-added nitrogen space. When we sell ESN, we’re not just selling nitrogen, we’re selling nitrogen technology. That technology, a controlled-release granule, is a key visual of the ESN brand.
AdFarm was approached with the goal to not only increase product demand and promote ESN’s value to growers but to also help marketing reps build stronger retail customer relationships.
Services Provided:
Paid search, digital advertising, social media, public relations, merchandise, trade show development
Refining & Leveraging the Granule Character as the Icon of ESN
With insight that the original granule character didn’t clearly represent the ESN product, we saw an opportunity to redesign it into a version that was more characteristic and recognizable as the product granule. While our messaging relates to various concerns during growing season, we also show audiences the environmental benefits ESN can provide when used as part of a fertility management program.
Our redesigned granule made its debut as a versatile cast of 3D rendered characters in a series of digital campaigns. Each character presented different messages and product benefits through a variety of channels, integrating seamlessly with other brand promotions and contests.
From digital and print campaigns to PR activations and paid search, the new granule character helped bring in over 22 million impressions and built further awareness around ESN and its benefits for growers. The new granule character was also the focus of a 2.5-acre section of crop art installed in a cornfield near the 2022 Farm Progress Show.
The Art of Smart
To demonstrate the power of controlled-release nitrogen fertilizer at this year’s Farm Progress show, ESN (Environmentally Smart Nitrogen) decided to go big. With the assistance of world-renowned Earthworks creator, Stan Herd, the team took a 2.5-acre section of an Iowa cornfield and converted it into a piece of living art.