Gain significant global brand awareness of Vestaron as a rising player in crop protection, while simultaneously engaging with the investor/finance audience, government regulators in key markets globally, and farmers and their pest advisors in key markets.
The approval of an active ingredient in crop protection is big news; but much bigger for a medium-sized ag tech company. We worked with the company's head of brand communications, European government affairs staff, and regional directors to audit the audience segments for the media release as well as supporting look-alike audiences on social media. We conducted research into the European agricultural media market. We timed the campaign to strategically coincide with a series of Emergency Use Authorizations Vestaron was receiving for its products to help farmers dealing with banned products in the EU.
Pre-announcement briefings: To build momentum, we organized exclusive briefings with leading agricultural and financial journalists.
Investor communications: We crafted targeted messaging for the senior leadership team to use in financial and investor meetings.
Press release & media kits: We created a detailed press release, offering comprehensive data on the product’s benefits, EPA approval, and potential to impact the global market. The supporting media backgrounder provided detailed info on the company, its technology, how it works, key benefits, and bios of the leadership team.
Social media amplification: We identified a list of brand champions to share the announcement post on LinkedIn to expand the reach of the news across the platform.
Audience segmentation: Defined key audience groups (media, investors, industry experts, channel partners) and prioritized geographies.
Key messaging development: Crafted region-specific messaging with local sensitivities while maintaining a global brand voice.
Media list development: Built a media list with global, regional, and local media outlets (ag, finance, business, tech, etc.).
Media training: Prepared company spokespeople for interviews.
Real-time monitoring: Set up media monitoring tools to track coverage, sentiment, and engagement in real-time across different regions.
