Activating influencers in agriculture.
Corteva Agriscience is a global pure-play agriculture company providing farmers and ranchers with everything from seed and crop protection products to cutting-edge technology and services. The company’s Range & Pasture business is the category-leading provider of pasture management tools and recently launched an Instagram channel to connect with the next generation of ranchers. At the heart of its new Instagram account is the company’s desire to celebrate the ranching lifestyle and showcase ranchers as the original stewards of the land.
Our client tasked us with finding an ag influencer who would act as a brand ambassador for Corteva to drive engagement and build a following on the brand’s Instagram channel. Equally as important, we needed to find someone who could foster deep connections with next-generation ranchers and connect with them rancher to rancher.
We found Natalie. A rancher, wife and mom, Natalie and her family raise cattle in the Sandhills of Nebraska. On her feed, Natalie shares a peek into her family’s ranch and showcases the value of stewardship. Most important, she has fostered a community that believes in agriculture as much as she does.
Knowing this, we engaged Natalie for an initial partnership consisting of three news-feed posts and five stories in early April:
A 42% increase in followers to the @cortevapastures Instagram account, along with 583,146 impressions and 1,032 profile visits.
But beyond the numbers, the audience reactions are everything:
“This is awesome! Thank you for what you do to educate and promote the ag industry.”
“I love this series you are doing with Corteva!”
“Thank you for speaking to how ranchers are protecting the environment while feeding us.”
No matter the industry, here are two important considerations when implementing an influencer partnership:
- Do your homework on potential partners. We spent a lot of time reviewing accounts and content to ensure our partnership would seem natural and authentic.
- Use a creative brief to ensure the content aligns with your brand voice. It helps set expectations and deliverables to ensure a successful partnership while giving the influencer creative freedom and allowing for authenticity.
About the Author
During her 10 years at Bader Rutter, Cass Bergemann has supported clients in the insurance, financial services, energy and agricultural industries. Cass loves making connections from PR work across disciplines to create strong, interconnected campaigns. Cass is one of the newest members of TEMPO Milwaukee’s Emerging Women Leaders program, an organization committed to developing the next generation of women leaders. In her free time, Cass loves exploring Milwaukee through the eyes of her two kids, high-fiving riders on the Peloton leaderboard and finding that perfect can’t-put-it-down book.