CASES
Extraordinary Pasture: HUB XT
How can a brand launch an innovative technology and, at the same time, build a solid relationship with its audience right after a major change?
Instead of a traditional campaign, Corteva Agriscience, which was born from the merger of Dow and DuPont, invested in creating a home for the livestock farmer.
We built the largest content platform about pasture in Brazil, a project that generated brand authority and paved the way for an extraordinary launch.
Check out the video.
Specialties in this case:
AWARD-WINNING CASE
Grand Prix and Best of the Best at the ABEMD Awards
Challenge
The challenge was twofold. The first was to launch the revolutionary XT Technology, its new line of herbicides for pasture. The second, and equally crucial, was to establish a close and relevant dialogue with ranchers, industry professionals, and the entire trade team, creating a new relationship channel for the brand.
Idea
The strategy was to create value before selling. To achieve this, we developed "Pasto Extraordinário" (Extraordinary Pasture), a content ecosystem that became the largest platform about pasture management in Brazil. The project came to life with a portal rich in news, tips, and interviews, as well as a strong presence on Facebook and Instagram, becoming the main communication channel with ranchers and generating authority to also present XT Technology solutions.
Main results
Over 100 new users on the portal in 4 months of the campaign.
Over 5 million impressions and over 80 interactions on Facebook.
Gaining 2.500 Instagram followers in just the first month.
Over 150 page views on the platform's blog.
