The Pain: One way in which The Canadian Canola Growers Association (CCGA) helps farmers succeed is with the Advance Payments Program (APP), which provides cash advances to producers in 45 commodity markets. This program enables them to maintain greater control over their commodity marketing.
The problem was that many of those eligible for these (low cost) loans were not aware of the program.
In the fall of 2017, CCGA decided to remedy this situation by raising awareness of APP among western producers, and by positioning CCGA / APP as the cash advance administrator of choice.
The 6P Solution: In order to reach as many producers in the 45 commodity markets as possible, 6P developed a media plan that included e-newsletters, website advertising, E-blasts, PPC, and Social media advertising online while radio and print ads expanded reach and increased message frequency across (most of) Western Canada.
The media featured high-impact creative that spoke to the producers’ critical needs. The core story was pooled out both online + offline, including display ads, radio, sponsored content (articles) and more.
The Outcome: Over the course of six weeks, the CCGA campaign garnered over 10,000,000 producer impressions. Traffic to the CCGA website increased by 400% overall, with traffic from smartphones up 1200% and tablet traffic up 1900%. The cash advance program pages - which were infrequently visited before the promotion – accounted for 7 of the 10 most frequently visited pages during and after promotion.
The awareness generated by this campaign has resulted in 70.5% more producers engaging in the cash advance program in the fourth quarter of 2017, and the average advance amount increased by 14% overall. Since the six-week promotion, interest and use of APP has remained higher than the same time a year ago.