Reaching a new audience
Marketing campaign
Print ads
Digital ads
Tech sheets
Email templates
Sym-Agro was looking to expand the audience for Cinnerate; a triple action fungicide, miticide, and insecticide. The goal of the campaign was to shift conversations from short-term prescriptive products to discovering a better tool to control and prevent problems in a safer and more efficient manner.
The campaign supported a multi-prong media plan that aimed to reach 90,000+ high-value organic and conventional growers and other key decision makers and influencers, such as crop advisers, agronomists, and ag retailers.
Our goal was to work within the already defined opportunity windows for the product and develop a message that resonated with conventional growers without alienating organic growers.
The messaging
The campaign creative visually shows the idea of achieving “Cinnergy” in the field with a series of rotating spheres around the featured crop. These spheres contain key product messages and are interchangeable depending on the crop. It clearly conveys the idea of control and balance, while also implying protection. We tailored imagery and copy to address specific weather conditions and their effect on diseases by crop.
Once the main campaign was developed, we turned our attention to developing tech and sell sheets, as well as templates that were easy for the client to update themselves.
Paid e-blasts were designed to continue to work within an existing template while still complementing print mailers.
Digital design
We also updated the e-newsletter template to work within the established Sym-Agro ecosystem, but bring in some of the new brand assets from the campaign. This included developing charts and graph templates in PowerPoint that were easy for the client to update and insert into the newsletter themselves.
The response
The goals were to increase awareness and sales of Cinnerate, and we achieved both.
- New market sales were up 50% YOY compared to 2023.
- The campaign drove a 66% increase in overall views and a 25% increase in engagement on the Cinnerate product page.
- More users are diving deeper into the product information as well; views of the product tech sheets are up 2,945% over last year, and there was a 7,800% increase in the label/SDS page views.
