DowDuPont brings together the complementary portfolios of Dow and DuPont, two innovative, science-based companies that hold leadership positions in the Agriculture, Materials Science and Specialty Products industries. The two brands have now come together under a new moniker – Corteva Agriscience™.
Freckle was engaged to promote the new brand to agronomists and growers in the Australian Horticulture sector with the aim of increasing awareness of Corteva Agriscience™ and position it as an innovation and sustainability leader.
The strategy was to engage the audience through a photo competition, illustrating science working with nature on farms around the country. The ‘carrot’ was a trip to the World Agri-tech Summit in San Francisco. The competition was linked to purchase of selected DowDuPont products, to ensure the entrance were existing customers.
Entries were leveraged on social media and through PR exposure to reinforce the brand positioning under the already successful ‘Grower’s Alliance With Science’ campaign.
The hub of the campaign was a landing page and entry form where entrants could upload their images and provide their details, helping Corteva build their customer database.
Awareness was raised through a targeted email campaign with concurrent social media activity and trade advertising. Retailers were given trade packs, including a quickstart guide, counter cards, drum tags, posters, email templates and signatures to promote in-store.
Reminder and ‘last chance’ campaigns tensured the success of the promotion. In addition, Freckle managed the logistics of prize delivery including all entries, databases, legals and travel, activities and accommodation arrangements.
The campaign raised awareness of Corteva Agriscience™ and its suite of products across the horticulture supply chain, from retailers and agronomists, to growers. It positioned Corteva Agriscience™ as an advocate of innovation, with coverage across a targeted range of trade publications and online media.
The most resounding success however, is that the winners of the competition have become great advocates for the Corteva Agriscience™ brand. This presents amazing content marketing opportunities for future campaigns. More importantly, the relationships formed will enable Corteva Agriscience™ to work more collaboratively with the industry in future. In doing so they can gain insights to help growers be more sustainable, more productive and more profitable.