Technology
Rain Bird
The Challenge
Howler fungicide, the first product from AgBiome®, was launched in the specialty market in 2019. AdFarm was tasked with creating a campaign that would expand Howler’s success into new markets and educate both retailers and growers on AgBiome’s innovative approach to crop protection.
Services Provided:
Strategic Planning, Creative, Market Research, Media Strategy, Geotargeting, Paid Search
The Fiercest Protection in the Territory
Our approach to the creative campaign was to reimagine the wolf used in the Howler logo to create a protective character and recognizable figure for the Howler product. The ads were designed to be customizable, allowing us to make the images and copy relevant to specific crops or regions we were targeting.
Our media strategy for the campaign focused on research. We used disease pressure to precisely target our digital timing and location. This allowed us to optimize our budget and run media when and where it would be most effective. We coined this our “Follow the Fungus” geotargeted digital campaign. We paired this precise targeting with general awareness tactics, like branded search, paid social and advertising in specialty crop publications.
Overall, media results outperformed industry benchmarks. We have seen strong clickthrough rates in all tactics, reinforcing that we are reaching an engaged audience and building awareness.
Follow the Fungus
By utilizing our disease database, we were able to precisely target our ads and content to the highest level of accuracy. Focusing on threats and crops by county allowed us to zero in on the exact problems our targeted growers were likely facing. This execution also helped us optimize our budget by only running media when and where it would have the greatest impact.