A major U.S. supplier of corn and soybean seeds embarked on a three-month campaign targeting growers managing over 250 acres across the continental United States, excluding major cities. The campaign aimed to elevate brand awareness and drive actionable conversions, directing growers to use an interactive map to easily find local representatives or dealers.
The three-month campaign focused on optimizing key performance metrics. Objectives included achieving a targeted click-through rate (CTR) of 0.08-0.1%, a video completion rate (VCR) of 95%, and a listen-through rate (LTR) of 90%.
Strategy
To achieve these objectives, the supplier partnered with Digilant to implement a sophisticated omnichannel strategy across display, connected TV (CTV), and audio platforms. This approach used a range of engaging creative formats, including banners, videos, and audio ads, to effectively connect with the target audience.
Key strategies that drove top performance included:
- Dynamic Segmentation: This strategy targeted farmers already engaging with the supplier to convert these interactions into conversions.
- Site Retargeting: This tactic aimed to re-engage with users throughout their online journey, encouraging them to return to the suppliers’ site to convert.
- Lookalike Targeting: This approach sought to capture new, but qualified, farmers by targeting market segments that exhibited behaviors similar to existing consumers.
- Contextual Targeting: By aligning with relevant contextual categories, this method reached users as they consumed content related to farming, which closely aligned with the brand and its services.
This comprehensive application of full-funnel tactics and extensive omnichannel reach allowed the supplier to exceed campaign goals and declare the initiative a resounding success. Since partnering with Digilant in 2020, the supplier has increased its budget by an impressive 733% due to consistent success in its campaigns.
Results
CTR – 0.19% (exceed benchmark by 0.11%, 2x increase)
VCR – 98% (exceed benchmark by 3%)
LTR – 96% (exceed benchmark by 6%)
417 Conversions (no benchmark)
Mobile and tablet devices emerged as top-performing platforms for driving results.