When opportunity knocks, we knock back 10 times more. The Mosaic Company asked us to find a way to break through the endless clutter of messaging farmers receive during harvest. Sitting in their tractors and combines all day, we knew we had a chance to captivate their listening ears, and so we did just that. With a 10-part episodic drama, The Great Yield Mystery was created.
Knowing that farmers are highly engaged on social media during harvest, we entertained them each week with this fictional mystery-drama focused on nutrient removal. We started with a trailer to tease the podcast launch, combined with prize giveaways on Facebook and Twitter, as well as promoted social posts. Then came the launch of GreatYieldMystery.com, a place to listen to episodes and get clues in weekly case files, while simultaneously infusing education and helpful insights about crop nutrition.
Shared on Facebook, Twitter, iTunes and 3 other podcast outlets for eight weeks' time, this fictional farmer's story about lost yield had an expansive reach. Connecting with over 500,000 people on Facebook, we helped eclipse Mosaic's quarterly social media engagement goal by more than 300 percent.
The Great Yield Mystery campaign has been widely lauded by both the agriculture and content marketing experts. To date, this podcast series has collected awards from PR News, the American Agricultural Editors' Association, The Content Marketing Institute, the Agricultural Relations Council and the Demand Gen Report's Killer Content Award program.