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Leveraging The Power Of Micro-Influencers

Indiana Soybean Alliance and Indiana Corn Marketing Council

The Indiana Soybean Alliance and Indiana Corn Marketing Council boosted awareness about sustainable farming among young consumers by leveraging micro-influencers

Situation

Consumers are bombarded with competing and sometimes confusing messages about sustainable farming and related topics including nutritional value, environmental benefits and carbon interest. The Indiana Soybean Alliance (ISA) and Indiana Corn Marketing Council (ICMC) wanted to promote farmers as leaders in sustainability by communicating what Indiana corn and soybean farmers are doing on their farms, what their products are used for and how they impact the community to the target audience of 18-34-year-old Indiana consumers.

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Solution

Farming was low on the list of topics the target audience associated with sustainability. We recommended increasing awareness and relevance among new audiences ISA and ICMC wouldn’t otherwise reach by partnering with micro-influencers. This was a cost-effective way to generate consumer-friendly content while gaining third-party credibility. We led a media campaign to boost that content on paid and owned channels via paid Facebook and Instagram ads.

Results

In 2025, we engaged six micro-influencers to capture authentic content that fit the production style their audiences know and trust. Together, they created a combined 9 reels and repurposed content across Instagram and TikTok. Some of the posts included new recipes featuring soy products and all included a farm visit. 

We added a paid search campaign targeting Indiana consumers searching for information about sustainability tied to local agriculture. 

Through the content and media strategy, we were able to more than double client awareness goals, achieving the following campaign results:

1.17 M

Engagements for a Cost of $0.02 Per Engagement

47%

Average Engagement Rate On Influencer Posts

1,325

From a Paid Search Campaign

  • Achieved 1.17 million using authentic content to do the heavy lifting, and paid amplification helped it travel to put Indiana agriculture’s sustainability story in front of the right audiences at scale, with a $0.02 cost per engagement
  • Earned a 47% engagement rate by selecting creators for authenticity and relevance, so the content felt like real conversations, not ads

  • Generated 1,325 site visits by aligning search strategy to Indiana sustainability intent:  local food sources, more sustainable ingredients, and everyday products made better with soy and corn