Getting in touch with farmers in a fun way
Dutch farmers are facing many challenges in these turbulent times. With the upcoming Euro 2024, we saw an opportunity for a positive and unifying action in collaboration with research agency Geelen Consultancy. After all, what's more fun than participating in a football pool with your colleagues? We developed one especially for dairy farmers and simultaneously showcased our expertise and that of companies in the agribusiness.
Accessible and standing out
With a clear objective, we further developed the concept. The pool should create a positive community feeling and be easy to join. By involving the agricultural business sector as sponsors in the football pool, they can draw attention to their products or services in an original way. But how do we ensure that the football pool gains traction among farmers? And how do we encourage partner companies to actively participate?
Recruiting partners and farmers
For the price of an average e-advertorial, companies can become partners of the Farmers Football Pool and gain exposure multiple times. Offering a prize from their own range is optional. This way, we created an attractive prize carousel for dairy farmers and highlighted our partners' products. Through a B2B campaign including a press release, email newsletter, and a phone campaign to our own network, we recruit sponsors.
With all partners on board and the prizes in the carousel, we can start recruiting dairy farmers. The B2C campaign included a press release for agricultural media and a social media campaign for Facebook and Instagram, where most farmers are active. Sponsors also actively participate in recruitment through their own channels, thus reaching a broad audience.
The interpretation
Visible in the right places
The Farmers Football Pool gets a striking logo and stunning branding that is reflected in all communications. For the B2C social media campaign, we chose two approaches: focusing on the prizes to be won and focusing on registering for the football pool. The posts feature eye-catching visuals created with AI and a clear call-to-action. Sharing the pool on dairy farmer forums and Facebook groups also boosts awareness. With the right target audience segmentation, ongoing optimization, and adding urgency to the posts (1 week left, 2 days left, 1 day left), the campaign successfully recruits more than 250 dairy farmers.
Partners receive regular updates on the campaign's progress. With ready-made images and accompanying posts for social media, they show through their channels that they are proud partners of the Farmers Football Pool and actively participate in recruiting dairy farmers.
The result
Buzz and positive feedback
With a reach of over 25,000 unique users, over 250 participating farmers, 8 partner companies, and many positive reactions, the Farmers Football Pool is a success. The pool creates buzz and brings farmers together in an accessible way. Throughout the Euro 2024, farmers regularly return to the website for the latest rankings. Score!
Do you want to know what we can do for you?
Call or email us and maybe we'll meet for an introduction soon. With you, with us or online. Our goal is to think along with you!
