The Science Inside Responsive Nitrogen


  • Smart Talk Brand Development
  • Social Media Analytics
  • Social Media Content Creation
  • Blog Content Creation
  • Platform Development
Nutrien’s ESN Smart Network wins customer loyalty through the entire buying process, not to mention over 2,000 social media followers and awards.

Documenting the buying process of agricultural retailers and farmers across North America led AdFarm to create the ESN Smart Network, a series of cutting-edge online resources serving as a hub for articles, videos and facts on a wide range of topics. The platform also marked an exciting first: an ESN product-specific Twitter feed that allows us to engage directly with top growers, customers, retailers and crop experts to deliver the right information, at exactly the right time they need it.

OUR GOAL: To create a foundation for Nutrien’s ESN Smart Nitrogen brand awareness and put the “smart” back into Smart Nitrogen.

All social, display, digital advertising and media drove customers to a specific resource in the ESN Smart Network depending on where the customer was in their buying journey – from the launch of the ESN Smart Nitrogen website to new virtual reality (VR) and testimonial videos of growers committed to alignment with 4R Nutrient Stewardship.

Highlights of AdFarm’s work on the ESN Smart Network include:

• Being selected to develop and operate the first Twitter account for Nutrien corporate

• Acquiring more than 2,000 followers on @SmartNitrogen

• Monthly social content creation and day-to-day platform management

• Creation and development of, and, consistently updated with the latest industry news, product information and facts from the field

• Award-winning work in public relations, creative development and digital media results recognized by the National Agri-Marketing Association and Canadian Agri-Marketing Association


The buying journey for both growers and agricultural retailers is complex – and constantly being altered by things out of their control such as markets, weather and supply constraints. A deep understanding of the customer buying journey, with key platforms that are critical to our end-users, equips Nutrien with a foundation of messaging that provides comprehensive product information – and advice – at just the right time on exactly the right channels to drive loyalty and, ultimately, sales.

A large portion of traffic to the sites now comes from unpaid, organic searches.

Website Development

Everything we do is about building relationships and earning the respect of our partners and their internal teams.

Nutrien’s ESN Smart Nitrogen is the only polymer-coated, controlled release nitrogen fertilizer available to growers and, as such, holds a unique position in the market. While this product has proven successful, challenges include consumer misconception of cost, application rates, and how it works to deliver nitrogen throughout the growing season.

As Nutrien’s preferred agency for the past six years, AdFarm has successfully collaborated with the client and key regional staff to design and implement integrated communications plans that have grown product sales year over year.

Our partnership with Nutrien is based on a shared understanding of where and how we can each provide the most impact. We conduct annual strategic communications planning sessions that clearly outline objectives, tactics and accountabilities. Our internal account services team meets weekly for status updates and interacts with the client on a daily basis.

Based on client feedback from sales representatives and Nutrien directors, AdFarm has once again been renewed as the client’s agency of choice.

We have built a central hub of digital properties to support the messaging in market and deliver on “smart.” is the central location for all product information and tools to calculate impact on the farm. is core to the science behind Smart Nitrogen and focuses on grower to grower communications.


Although it’s still early in the life of the online initiative, we are encouraged by initial analytics and the positive feedback from Nutrien employees and retailers. A large portion of traffic to the sites now comes from unpaid, organic searches. Anecdotally, employees and retailers describe the sites as easier to use and the content as easier to understand.