Moo.0

Situation
Worldwide, people are embracing social media as a way to communicate and exchange ideas, and members of the agricultural community are no exception. HM&P responded to this trend by recommending its client BASF Plant Science conduct an online contest for its NutriDense® brand that would tap into the popular online agriculture advocacy movement.

Strategy
HM&P created the NutriDense Silage Web Moo.0 Contest, asking members of the dairy industry to share how they were using social media to tell dairy’s story.

Tactics
To promote the Web Moo.0 Contest, HM&P used a combination of social media and public relations channels previously created by HM&P for NutriDense, including Twitter, Facebook, “The Corn Feed” blog and “Have You Herd,” a bi-monthly technical dairy eNewsletter. Additionally, HM&P conducted targeted outreach to trade media and university dairy clubs.

Results
The Web Moo.0 contest successfully raised online brand awareness for NutriDense Silage among dairy producers and agriculture industry influencers in the social media space. The initial contest and winner announcements saw excellent media pick-up in key dairy trade publications. Following the two announcements and frequent social media updates, media coverage was sustained for four months. Additionally, website traffic on NutriDense.com saw a huge spike during this time – 885 people visited NutriDense.com during the contest, an increase of 154 percent over the same time window in 2009. Finally, the contest resulted in qualified sales leads for the NutriDense Silage team in key product geographies and demographics.