Our client is a specialised provider of agricultural products, serving established farmers aged 50 and over in rural areas. They are a key supplier for their region, offering essential goods that support the local farming industry.
Our client encountered the following key challenges before handing over their marketing initiatives to our Move Ahead Media team:
We identified that the most effective solution was to completely rebuild the digital strategy around the client’s target audience’s actual behaviour. Instead of focusing on a specific platform, we focused on the customer. This led us to implement the following changes:
We discovered the client’s audience spent most of their time on YouTube. They frequently listen to music or watch videos while working, making it the most effective channel to prioritise.
Farmers in this region are early risers, often starting their day around 3 AM. They use YouTube for entertainment from the moment they wake up and throughout their workday. This new schedule ensured our ads were visible during their peak activity hours.
We placed a large, clear phone number directly in the video ads. This gave farmers a simple, immediate way to contact the company on a platform they already use and trust, making it incredibly easy for them to take the next step.
To maximise visibility, we launched a Demand Gen campaign. This allowed our ads to appear not only on YouTube but also across other high-impact Google platforms.
We kept a small-budget Search Campaign running to capture the few farmers who use Google Search, as well as their tech-savvy children or grandchildren who might be searching for products on their behalf.
Our commitment to a new, data-driven strategy produced immediate results. By deeply analysing audience behaviour and allocating the budget to the most effective platform, our campaign generated over 100 new orders, directly translating strategic insights into revenue for the client.
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