Innovation Case Study– New media & social marketing
Social license is a critical issue facing agriculture. In today’s diverse and instant media landscape, where ideas and opinions can be shared by anyone, it is critical that
agriculture step up and tell the story of agriculture to gain public trust and ultimately secure social license to operate. The Ministry of Agriculture along with industry and associations all have a role to play in developing public trust in agriculture. Success means thinking outside traditional advertising to reach target audiences. We feel we can best demonstrate our understanding of the social license issues and opportunities by examining the recent success of License to Farm. The effective engagement of new communication tools really extended the reach and helped our client, SaskCanola, achieve their communication goals.
Name of Client: SaskCanola
Campaign Title: License to Farm
LICENSE TO FARM: A DOCUMENTARY ABOUT THE IMPORTANCE OF SOCIAL LICENSE IN AGRICULTURE
License to Farm is a 30-minute documentary film featuring conversations with farmers, scientists, professors, consumers and environmentalists, on the importance of earning social license in production agriculture. Presented by SaskCanola and produced by Berteig Imaging, License to Farm explores the truth behind common misconceptions about agriculture in Canada. In doing this it empowers farmers to stand up and advocate for their “social license to farm.”
AdFarm submitted an RFP for SaskCanola’s then-nameless film with the information that it would be focused on the farmer’s role in agriculture advocacy and social license.As an agency focusing in the agriculture industry, we constantly see the need for improved communication between food producers and consumers—so we jumped at the chance to help SaskCanola share their message.
Upon being awarded the business, AdFarm got to work on branding the film. From the name “License to Farm,” to the creative, to the various platforms (including a website, Facebook, Twitter, Instagram and YouTube), the brand was created by AdFarm and received by the client with great enthusiasm. Along with web and social platforms, AdFarm’s small team of three public relations professionals exclusively conducted all media relations work for License to Farm, assisted in event planning for the film’s premiere, and coordinated industry partnerships on behalf of our client. Social media channels and the website went live November 1, 2015, and the film was debuted online January 15, 2016.
Both ad hoc and secondary research was completed for this public relations project.Casual research was a major source of information because as an agriculture-focused agency, AdFarm has extensive experience in utilizing communication initiatives to further the relationship between agriculture brands and consumers. Brainstorming among AdFarm employees and industry experts was completed in order to gather insight. Secondary research was done by examining a recent report compiled by Agriculture and Agri-Food Canada titled Modern agriculture and agriculture awareness focus groups.
Based on the results of this research, we determined that Canadian farmers were the target audience. This is because the overall goal of License to Farm is to inspire farmers to start having conversations about food production with consumers and advocate for their social license to farm.
ANALYSIS, PLANNING & STRATEGY
From the research conducted and the identification of the target audience, AdFarm was able to determine goals and objectives for this public relations project.