Featured Project

Prairie Estates Genetics Give Your Farm A Future Campaign

The Brief: The COVID 19 pandemic disrupted just about every industry and business out there, dairy farms included. It raised the stakes of just about every decision a farmer made, from the equipment they used to the seed they planted. It was during this time that Prairie Estates Genetics (PEG) requested a digital-only activation campaign. A campaign that addressed, head-on, the make-or-break nature of selecting the wrong dairy seed.

The Work: Rather than craft a message that simply repeats a dairy farmer’s fearful mindset back to them (like client wanted), we crafted a message that connects with that mindset and begins to alleviate those fears. That message was: Give Your Farm A Future Through Forage Consistency. Once client had approved of our more positive messaging approach, we began applying that concept to a number of digital deliverables, including: banner ads, social media ads, and a short YouTube spot, all of which drove traffic to a landing page. As the Creative Lead and sole Copywriter on the project, I was responsible for guiding all creative efforts, and ensuring the deliverables met client and agency expectations.

The Result: An uplifting digital campaign that grew Prairie Estates Genetics customer base.