Challenge: Create awareness of the new lineup of DEKALB Disease Shield products and the five yield-robbing corn diseases that it provides industry-leading protection against.
Showcase how unpredictable and detrimental corn diseases can be, by capturing documentary-style video stories of Indiana farmers impacted by a significant and unexpected outbreak of southern rust in 2016.
Video campaign launched online in January 2017 via paid tactics and organic social. Paid videos have outperformed historical averages across Facebook, Twitter, YouTube and display. In organic social, average impressions per post are 26% higher than the monthly average and consumptions per post are 55% higher than the monthly average (total of 40,919 impressions, 471 post engagements).