In September 2024, we launched an innovative campaign in partnership with PI Industries for niche marketing their Awkira herbicide, targeting wheat farmers in Punjab, Haryana, Uttarakhand, and Uttar Pradesh. Aptly named Gaon Ki Shaan – Awkira Kisan, the campaign showcased the power of community-driven engagement, influencer collaborations, and digital outreach to amplify brand awareness and drive successful product adoption.
Innovative Strategies Combined:
1. Building Niche Communities
Leveraging our past experiences with crop-specific communities like cumin farmers in Rajasthan and chilli farmers in Madhya Pradesh, we understood the high engagement potential of close knit communities and power of peer to peer learnings. Doubling down on this learning we created close digital communities for selected clusters, amplifying farmer engagement and enabling them to share experiences and solutions effectively.
2. Multi-Tiered Campaign Execution
We experimented with a mix of three-step thought through approach for maximum impact:
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Farmer-Generated Content
– Over 480 farmers participated, recording video reviews of Awkira and sharing them on their Facebook profiles.
– These videos got an average of 450 views each, sparking conversations within farming communities. The authenticity of real-user voices led to significant engagement, with many farmers commenting to inquire about product usage and purchasing it.
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Influencer Marketing
– We collaborated with micro and macro influencers from the target geographies, producing 30 high-quality videos showcasing Awkira’s benefits in wheat farming.
– These videos achieved 3.1+ million views on social media by November 2024, creating widespread buzz just before the sowing season.
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Krishify Creator Integration
– On the Krishify app, creators produced 150+ videos about wheat farming and Awkira usage.
– This campaign resulted in 1 million+ impressions, highlighting the app’s effectiveness in expanding reach to farmers.
Challenges and Solutions on the Way:
- Identifying Awkira Users: In collaboration with PI Industries, Krishify ground team identified and pinpointed active product users.
- Encouraging Video Submissions: To simplify the process for farmers, exclusive Krishify creators assisted in recording and uploading videos of the farmers.
- Sustaining Campaign Momentum: Through continuous experiments, A/B testings and close coordination with experienced creators, we maintained high engagement levels throughout the campaign.
Results and Insights:
- Community Engagement:
Farmer-generated content built trust and sparked relatable discussions within farming groups, addressing common agricultural challenges. - Social Media Impact:
Influencer videos achieved 3.1 million views, spreading awareness and driving conversations in key wheat-growing regions. - Krishify App Performance:
The campaign generated 1 million+ impressions, proving the platform’s reach among digitally engaged farmers. - Brand Advocacy:
Positive feedback and inquiries about Awkira underscored the importance of authentic, community-driven approach.
Google Trends snapshot: Awkira’s interest surged 81% from last year, and it’s still growing
Conclusion:
Krishify, in partnership with PI, showcased the power of grassroots marketing through the Gaon Ki Shaan – Awkira Kisan campaign. By blending technology, influencer collaborations, and authentic farmer voices, the campaign addressed local needs with relatable content. Our unique community-focused approach successfully boosted brand visibility, trust among wheat farmers and thus enhanced overall product adoption.
So in a nutshell, authentic user-generated content along with targeted digital strategies can drive remarkable results. This campaign is a true result to showcase the power of connecting with farmers on their terms, creating both awareness and long-term loyalty.
