SITUATION
From economic to environmental benefits, it just makes “cents” for farmers to adopt the use of biodiesel into their daily lives. Yet preconceived notions or misconceptions about today’s biodiesel quality and equipment integration can often cloud farmers’ perceptions of its benefits and, in some cases, prevent them from using it all together. The Illinois Soybean Association (ISA) recognized this obstacle for biodiesel adoption and sought to flip the script on biodiesel misconceptions to change farmers’ perceptions.
SOLUTION
Our goal was to drive awareness of biodiesel benefits and increase use among the 43,000 Illinois soybean farmers. We achieved this through a mix of digital, print, radio and out of home advertising that touted “myth busting” messages that set the record straight about common biodiesel misconceptions. For digital executions, farmers were directed to ISA’s website for more information and resources on biodiesel production and use. In person events expanded on the “myth busting” theme and created opportunities for farmers to learn more about biodiesel from ISA staff members and receive answers to their questions about biodiesel.
RESULTS
- More than 8 million impressions
- 488% increase in unique visits to the landing page over the previous year
- Positive feedback from farmers about heightened credibility of biodiesel quality claims due to the investment in YouTube pre-roll ads
