broadhead worked with Fortune 500 client The Mosaic Company to create a digital campaign that would educate farmers about crop nutrition, a factor in crop production that has historically been overlooked. The podcast series, The Great Yield Mystery, reinforced the importance of healthy, fertile soil in growing an abundance of crops. Up to 60 percent of yield is dependent on soil fertility. This message resonates especially well at harvest time, when farmers analyze past-season performance and make plans for the next year. It also happens to be when farmers are hardest to reach with traditional outreach channels.
The Great Yield Mystery, a 10-episode fictional audio journey, captivated farmers where they spend most of their time during harvest: the cabs of their trucks and tractors. Listeners followed the plight of fictional farmer Darrell Fitzgerald as he investigated the cause of lost soybean yield on his brother's farm. The interruptive, engaging digital campaign provided a lighthearted take on the circumstances and struggles of real farmers around the country.
Week after week, farmers tuned in to hear about Darrell Fitzgerald's investigative journey. Listeners could find clues through access files on The Great Yield Mystery website and guess the answers on social media. The launch of the podcast series helped the client eclipse its quarterly social media goal by more than 300 percent.
broadhead and The Mosaic Company have been widely recognized by the industry for the program's success:
Agricultural Relations Council Golden Arc Awards
American Agricultural Editors' Association Awards
Content Marketing Awards
The Killer Content Awards
PR News' Agency Elite Awards
PR News' Platinum PR Awards
"We're proud to be recognized as an agency that is producing innovative content to meaningfully engage with our target audiences," says Beth Burgy, president of broadhead. "For too long, those in agriculture have thought of farmers as an exception to consumer trends. We embrace our farmer audience as consumers who happen to farm."
The Great Yield Mystery is available on iTunes, SoundCloud, Podcast Addict and Stitcher. To learn more, visit http://greatyieldmystery.com/BACK