As the country grappled with how to respond to COVID-19, nearly 90% of farmers feared the virus would hurt their business (Farm Market iD and DTN/Progressive Farmer). GROWMARK FS sought to swiftly reassure customers that their services and products would continue with little to no disruption.
Within two weeks, R+K created and launched the Prepared Campaign across paid, owned and earned channels. “Prepared for Times Like These” messaging was deployed through landing pages, social media, display, print, radio, video and earned media, informing customers how GROWMARK FS would stay connected and deliver supplies despite significant logistical restrictions.
The campaign resonated strongly throughout GROWMARK and with FS member cooperatives as striking the right balance of concern and optimism.
- Achieved .46% click-thru-rate, surpassing prior year benchmark of .40%.
- Engaged audience for more than 2 minutes
- Championed throughout all internal company communications and used as the theme for the annual company meeting