10.000 tails for Agrifirm
actioncampagne 1inMelk
Concept. Actioncampaign. Leadgeneration. Crossmedial. UTM Tracking. Marketing Automation Tool.
How do you get across to all Dutch dairy farmers that you are the expert/authority when it comes to knowledge and a better return? Agrifirm asked JEEN that exact question paired with a clear ambition: 10,000 more tails. Together we developed a striking cross-media sales campaign to gain new customers and win new sales with powerful incentives: free advice and the chance to win a bulk truck with feed.
Ambition
Agrifirm knocked on our door with a clear commercial objective: 10,000 more tails. In other words, expanding sales by 10,000 cows with new or existing customers. However, that was not their only ambition. Agrifirm wants to package their in-house knowledge and expertise in the field of food, roughage cultivation, livestock management and business development in one clear, powerful message.
Approach
JEEN previously developed the 1inMELK (1inMILK) concept for Agrifirm. A good foundation to build on and to translate Agrifirm´s promise into a clear and inspiring story and striking visual concept.
This was the basis for an (action?) campaign, both online and offline, in which livestock farmers could request free advice and had a chance to win a bulk truck full of feed. Via Google display, Google search, social media, direct mailings and online and offline advertising in the agricultural media, we challenged livestock farmers to visit the specially developed promotion page with advice vouchers. Armed with the same vouchers, Agrifirm´s advisers also contributed.
JEEN set up a data dashboard to use real-time UTM-tracking to track how many farmers registered, for which product, and how they ended up on the promotion page. The insights from phase 1 formed the foundation for the design of the second phase of the campaign. And successfully. The campaign generated a lot of positive attention and reactions for Agrifirm. And those 10,000 tails? That goal was amply reached.
“We greatly appreciate the speed and efficiency with which we have set up an extremely effective campaign in close collaboration."
Timo Weda, Transition Manager Agrifirm Cattle
Colinda
Bos
Simone
Uijttewaal
Gijs
Gjaltema
Sjoerd
Jochems
Marcel
Enderink
