The Challenge: 

While the NYCSGA has done fantastic work in supporting research projects, they acknowledged that often the academic language and formatting of the research reduces its effectiveness for farmers. The organization sought to create a promotional campaign that easily communicated its value to farmers, ensuring growers feel a sense of ownership in the Association and strengthened the relationship between the two.

Additionally, the NYCSGA sought to communicate to both soybean farmers and soy consumers the importance of the industry, demonstrating expertise in areas such as:

• Soybeans in use
• Research projects
• Current on-farm practices 
• Bridging the urban/rural divide to provide a source of trusted information
• Building relationships

Overall, the NYCSGA’s goals were to increase brand awareness for NYCSGA and to promote and educate on topics surrounding soybeans.

How we did it: 

Agency 29 developed a promotional campaign on the Growers of Tomorrow. This campaign focused on the younger generation of farmers, introducing them in a multichannel mix of media to be shared across online and print platforms.

The series would be recorded in video and audio, to be shared across digital media platforms including their website, Facebook, Instagram, and YouTube. Shorts and snippets were shared on social media channels in paid and organic posts. The transcripts were shared as articles on the NYCSGA website.

Agency 29 interviewed 6 farmers in their late teens and early 20s to create awareness around New York Corn & Soybean Growers Association (NYCSGA), its initiatives, and the potential of soybeans.

The Growers of Tomorrow campaign introduced, and in some cases re-introduced, the grower audience to young farmers likely to make an impact on the industry in years to come. Many saw their children and children’s friends featured, which increased the likelihood of sharing, as well as enlarging the audience beyond the current demographic.

During the course of the campaign, the Facebook page follower growth rate was 39.1%, reaching 99,700 users with a 4,100% increase in reach and 3,200% more content interactions. 

Instagram followers increased 88% during the campaign, reaching 7,900 users, an increase of 524% and 365% more content interactions.

The design for the Growers of Tomorrow campaign was inspired by the 1934 Chicago World’s Fair, an event that lifted Americans out of their troubled times and gave them a glimpse into a happier not-too-distant future, all driven by innovation in science and technology.

In highlighting the future of soybeans, we could share what makes that future so bright – both the farmers and the industry potential.