The Challenge:
Seeing is believing, but our audience doesn’t necessarily have time to visit a Rezilon test plot to see how well it controls weeds in hayfields. So we brought the test plot to them.
The Approach:
A digital, social and print launch campaign that drove to The Rezilon 360 Plot Tour, with content hot spots in a 360 view of a hayfield. We focused on powerful first hand stories from real hay growers, technical experts and sales reps that highlighted benefits from effective weed control to higher profits. Paid media included native, social, digital and print; owned email also announced and drove to the site.
My contributions:
Site copy; testimonial video series research, question development, location shoots, scripts and editing; digital and print ads; consulted on earned media for messaging consistency.
The Results:
Across a variety of publications, QR codes driving to the landing page delivered strong performance at 2-3.5x above industry standard. Digital page grabber and bottom adhesion ads saw interaction rates of 2 and 3 times the platform benchmark, respectively.
Heidi Dean Writes 