Complete development of a special campaign for Monsanto Cotton’s web series History of Fiber. We surpassed the intended result by 4x.
Monsanto’s cotton segment had already developed a series of videos (5 chapters) to introduce Bollgard II RR Flex technology to cotton growers. The marketing team needed a low-cost strategy to distribute this content and generate views and engagement. All this in a very short time: less than a month to plan and execute.
Strategy, campaign and metrics
Citrus7 took on the strategy for the “History of Fiber” campaign. First, we developed a Landing Page (desktop and mobile), where the videos would be grouped, along with picture galleries and a “call to action” form for registering and downloading technical materials.
We configured and managed the search, YouTube and e-mail marketing campaigns using Monsanto’s cotton farmers as a basis and taking shots every time a new chapter was released.
The whole campaign was well targeted, focusing on places where cotton farms exist so as not to have dispersion.
Success with views
Monsanto’s main KPI was to reach 5,000 views per episode within the desired target. We managed to surpass that expectation by 411%. Part 3 of the series, for example, generated over 33,000 views.
It was also very important to have developed Monsanto’s own platform for mobile, since 59% of accesses occurred on that platform.
A well-planned project always gets good results. Take a look at a few recent, interesting cases: