New Zealand Trade and Enterprise gave us a brief of activating a content and PR campaign with the aim of generating new leads from UK farmers, as well as raising awareness and improving the perception of New Zealand agri-tech and the companies they support.
Our strategy involved producing a number of downloadable guides for UK farmers helping them to understand the key areas of agri-tech innovation in New Zealand and pick up key lessons that could help improve their farming practices. This included animal health and genetics, pasture management, dairy technology, farm business efficiency, and livestock management.
We interviewed around 20 companies whose expertise and insights were featured in the guides. We then wrote and designed the guides before promoting them through a mixture of digital media buying with industry press, engagement with a farming influencer on YouTube, a Facebook advertising campaign, and a number of press releases. The guides had far-reaching impact, securing tier-one media coverage and penetrating a number of key sectors across UK agriculture.