Multichannel Awareness Campaign
Telling the Story of the Miracle Bean
Wisconsin Soybean Marketing Board
Client Goal
The Wisconsin Soybean Marketing Board wanted to reach consumers to share the story of the many products being produced from the miracle bean, the soybean. From firefighting foam that is free of forever chemicals, to soy-based tires that replace petroleum, farmers shined a unique and fun spotlight on soybeans.
Our Approach
Using in-depth consumer research detailing the attitudes of Wisconsinites toward its ag industry and their knowledge of soy-based products, we built out a multi-channel campaign showcasing WSMB's signature commercial to raise awareness about soy-based products and boost confidence in Wisconsin's ag community.
What we delivered
Deliverables
The numbers
Results
Key Outcomes
- Served more than 9 million impressions across multiple product campaigns
- Achieved a 99.1% completion rate for in-home video
- Increased traffic to wisoybean.org, including nearly 10,000 views of the soy-based web page
- Created meaningful awareness around farmers and soybean products
Featured work
The campaign in motion
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