CASES
Sorghum Day
There is a silent giant in Brazilian agribusiness: sorghum, the third most produced cereal in the country, but almost invisible to the general public.
Brevant® Seeds gave us the mission to correct this injustice and give the crop the recognition it deserves.
To achieve this, we created more than just a campaign; we created a milestone on the agricultural calendar. See how sorghum earned its place of prominence.
Specialties in this case:
AWARD-WINNING CASE
ABEMD Award
Challenge
Despite being the fastest-growing crop in Brazil and a global agricultural powerhouse, sorghum suffered from a lack of public and industry awareness. Brevant® Seeds, as one of the market leaders, had the mission of giving the crop the prominence that its numbers already indicated, transforming its agronomic importance into market recognition.
Idea
The strategy was bold: if the date didn't exist, we would create it. We established Sorghum Day on November 5th, a strategic window without competition in the agricultural calendar. The campaign was 100% digital, engaging sales representatives and the public with a countdown and, finally, launching a manifesto film and the web series "Sorghum Minute". The action gave the crop — and the Brevant® Seeds brand — a platform to celebrate its strength.
Main results
The campaign became a movement, with the potential to become an official date on the country's promotional calendar. More than that, it changed perceptions of the culture, which was reflected in the numbers:
+50% growth in search intent for "sorghum" during the period (Google Trends).
10x more impressions than the average media outlet on sponsored videos.
85% retention rate for the web series "Minuto Sorgo".
Brand lift 4x above the average for the brand itself.
