Agency: HLK
Role: Creative Direction/Art Director
Agency: Bernstein Rein
Role: Creative Direction/Art Director
Agency: Bernstein Rein
Role: Creative Direction/Art Director
Agency: HLK
Role: Creative Direction/Art Director
Channel
Hostess
Channel
Channel
Less Advertising, More Advice
Less Advertising, More Advice
How do you advertise to farmers who don't trust advertising?
You don't. For challenger seed brand, Channel, growth could only come from disrupting the status quo. To break inertia, Channel sought to increase consideration, generate sales leads and drive content consumption. A brand campaign based on advice, not advertising, broke convention while appealing to a skeptical farmer audience. The calculated risk paid off with a 2% increase in consideration, 43% increase in request for sales visits and a 151% year-over-year increase in article consumption on the brand's website. And was recognized with an Effie.
Farmers don’t want to be sold to, they want to be supported.
For challenger seed brand, Channel, growth could only come from disrupting the status quo. To break inertia, Channel sought to increase consideration, generate sales leads and drive content consumption. A brand campaign based on advice, not advertising, broke convention while appealing to a skeptical farmer audience. The calculated risk paid off with a 2% increase in consideration, 43% increase in request for sales visits and a 151% year-over-year increase in article consumption on the brand's website. And was recognized with an Effie.
Farmers don't want to be sold to. They want to be supported.
For challenger seed brand, Channel, growth could only come from disrupting the status quo. To break inertia, Channel sought to increase consideration, generate sales leads and drive content consumption. A brand campaign based on advice, not advertising, broke convention while appealing to a skeptical farmer audience. The calculated risk paid off with a 2% increase in consideration, 43% increase in request for sales visits and a 151% year-over-year increase in article consumption on the brand's website. And was recognized with an Effie.
Farmers don't want to be sold to, they want to be supported.
For challenger seed brand, Channel, growth could only come from disrupting the status quo. To break inertia, Channel sought to increase consideration, generate sales leads and drive content consumption. A brand campaign based on advice, not advertising, broke convention while appealing to a skeptical farmer audience. The calculated risk paid off with a 2% increase in consideration, 43% increase in request for sales visits and a 151% year-over-year increase in article consumption on the brand's website. And was recognized with an Effie.
