To help curb their traffic issues, AGCO turned to the digital media team at Vert to develop and traffic a paid media campaign to bring awareness to the site and new company-wide initiatives. The goal: drive traffic and increase consumer and stakeholder confidence.
As with every strategic media campaign, we had to first plant the seed. The initial step was to research the brand, platform trends, and the audience. AGCO has a dedicated follower base across social media that was broken into three key audiences: executives, cultivators, and agricultural tech aficionados. These audiences were also passionate about agricultural trends and their favorite farm equipment brands. Digging into insights, we put together targeted lookalike audiences to build our campaign around and to influence messaging strategy.
With a better idea of the audiences, we tapped deeper into specific content and posts on AGCO’s Facebook and Twitter, and noticed that certain creative applications (video and animation) performed better as a whole. On top of that, our content analysis showed that the audience consistently engaged with creative that painted agriculture in a modern, tech-focused light.
Using these insights as our blueprint, we created a full social campaign, with copy and creative, targeting users on Facebook, Twitter, and LinkedIn. We also incorporated the 2017 AGCO theme of the year—“Innovation Feeds”—into the messaging strategy.
Then we sent it into the world.