CHALLENGE Nufarm wanted to promote ProGibb, a product to enhance grass growth on dairy farms. In a B2B category overrun with dry technical information, we needed to make the facts compelling for farmers. APPROACH By deducing how much extra growth per hectare would feed a cow, we created a humorous “Pick 1 cow to eat free” contest with press ads and a microsite where farmers could calculate how many of their cows could eat free if they used ProGibb. OUTCOME Sales leapt, and the microsite was swamped with hits which we converted to a database to promote ProGibb and NuFarm’s other products, improving sales long-term.
