Indiana Soybean Alliance (ISA) discovered, both Hoosier farmers and consumers care a lot about sustainability. This shared interest opened the door for ISA to connect Indiana's soybean farmers with consumers. The campaign garnered 5.8 million impressions, exceeding goals by 2.5X and increasing website visits and ISA's social media following.
The consumer target audience of 18-34 yr old, college-educated Indiana residents is very active on Instagram, so that was the primary vehicle used to engage with them. Static and animated posts, teased various topics and drove consumers to a website where they could get more in-depth information.
LONG FORM WEB CONTENT
A series of budget-friendly videos made from pre-existing footage and infographic-inspired articles explained the various ways Indiana's soybean farmers champion sustainability.
MIRCO INFLUENCER PARTNERSHIPS
Local influencers were utilized to help connect ISA to their target audience in a way that felt true and authentic.