Consumers are bombarded with competing and sometimes confusing messages about sustainable farming and related topics including nutritional value, environmental benefits and carbon interest. The Indiana Soybean Alliance (ISA) and Indiana Corn Marketing Council (ICMC) wanted to promote farmers as leaders in sustainability by communicating what Indiana corn and soybean farmers are doing on their farms, what their products are used for and how they impact the community to the target audience of 18-34-year-old Indiana consumers.
Farming was low on the list of topics the target audience associated with sustainability. We recommended increasing awareness and relevance among new audiences ISA and ICMC wouldn’t otherwise reach by partnering with micro-influencers. This was a cost-effective way to generate consumer-friendly content while gaining third-party credibility. We led a media campaign to boost that content on paid and owned channels via paid Facebook and Instagram ads.
