WebTalk - Marketing Campaign of the Year - Agricultural / Industrial / Building

Company: WebTalk sp. z o.o., Warsaw, Poland
Company Description: WebTalk is a digital agency based in Warsaw, Poland that offers complex and coherent communication strategies that aim at multi-channel consumer reach.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Agricultural / Industrial / Building

Nomination Title: Intermag - International Digital Campaign

Specify the date on which this campaign or program was launched:
March 2020 – December 2020: Digital campaign (part 1)
February 2021 – now: Digital campaign (part 2; adding more markets to the campaign)

The fertiliser industry is one of the fastest-growing sectors of modern agriculture. Nevertheless, sales and communication in this product segment have previously involved mainly offline channels.

Intermag, a Polish manufacturer of advanced fertilisers, presented us with the challenge to execute a digital campaign to boost product awareness and sales in the Polish and 10 other markets.

Main challanges:

To sell and communicate a product communicated mainly offline and therefore find and reach a target audience accustomed to the traditional form of advertising and buying fertilisers.

Detailed consumer behaviour research and an analysis of consumer behaviour online enabled us to define the TG and draw up a precise targeting plan.

To launch the campaign in 11 markets simultaneously, with strong competition from local fertiliser companies. The campaign also had to allow for the promotion of a wide range of products for various plants, making it impossible to promote them all at the same time.

Consequently, we set a separate budget for each product and each country, the key being to coordinate our efforts so as not to overlook critical moments in the promotion campaign.

An additional obstacle was posed by the fact that products were not sold directly on the website, which made it impossible to strictly monitor the impact of the campaign on sales, a key element of the campaign.

We found a way to overcome this by placing buttons that redirected to the stores. That solution still did not allow us to monitor sales but drove them up significantly.

We started by performing a comprehensive analysis of consumer behaviour online in all 11 countries where we planned to launch the campaign. To precision-target our audience (farmers using cultivation aids on their farms, professionals from the agricultural industry, sellers), we designed a media mix based on: Facebook (communication support, Traffic Campaign) and Google Ads (Google Search). These channels were included in all advertising activities in all markets. The campaign was divided into a display campaign and a video campaign (YouTube, Facebook).

That way, we created an original media and creative mix for each of the 11 markets.

When planning promotion for Intermag products in Poland, where the company recorded the highest awareness levels, we suggested diverse ad formats and channels. We prepared them based on indicators defined by the TG during focus group interviews as the most important. The campaign schedule was also flexible as it depended on the seeding and harvesting cycle.

The campaign was divided into 3 stages:

stage 1: rebuilding the reach that was generated during the previous campaign.

stage 2: maximising site hits and building purchase intent among the target audience.
- Facebook: quality ads adjusted to the product sales and promotion plan.
- Google Search: reaching users at the moment of searching for information about the product.

stage 3: re-marketing activities to remind users of the most important product values and encourage them to contact the distributor.
- Google Search, Facebook Ads – remarketing (new customers and those retained from the previous campaign.

The KPIs were met in every area of the campaign. We recorded one of the best results in the campaign conducted in Russia, where we achieved 480% of the KPI for impressions.

In all countries where the campaign ran, the KPIs were either met or substantially exceeded.

In total our campaing have reached:

Impressions: 390,500,000
Activities: 4,900,000
for all 11 markets

Achieving KPI’s:
Activities: 284%
Impressions: 126%
Budget: 100%

The results of the campaign exceeded the client's expectations in terms of both awareness building and sales results. The product had gone out of stock.

After restocking and increasing production, the client decided to repeat the campaign with double the budget.