![](https://curiousplot.agency/wp-content/uploads/2024/02/ELANCO_FMC.jpg)
Work
Herbicide Co-Promotion
Client
FMC
Challenge
Among soybean growers, FMC was seeing a lack of awareness surrounding the strength of using Authority® Edge or Supreme herbicides followed by Anthem® MAXX herbicide as a best practice for weed control. Further, soybean growers typically assume that a layered residual approach is not cost-effective.
FMC and Curious Plot were challenged to change habits of growers who were used to a one-and-done postemergence approach with highly resistant active ingredients. We needed to increase program awareness, showcase the agronomic and economic benefits of the FMC program and, ultimately, drive sales.
![](https://curiousplot.agency/wp-content/uploads/2024/02/ELANCO_FMC_07-1200x675.jpg)
SOLUTION
Once the insights were applied and objectives were defined, Curious Plot broke the work into two parts:
- Phase I – Education: After defining our strategy, we focused on educating and inspiring the FMC sales team on the true benefits of the overlapping residuals program. Curious Plot created a webinar outlining the ROI of overlapping residuals for the FMC marketing and technical staff to present at their internal sales meeting, providing science-based evidence behind the program’s agronomic benefits. The webinar was amended for use with external audiences.
- Phase II – Promotion and awareness: Building upon the momentum of the educational webinars, we partnered with Successful Farming to develop a new campaign called the “Weeds Playbook.” Editorial content wrapped the advertising campaign. This integrated approach ncluded cover wraps, page and spread ads, and digital and native advertising on agriculture.com. E-newsletter and podcasts also featured key advertising placements for additional frequency.
![](https://curiousplot.agency/wp-content/uploads/2024/02/ELANCO_FMC_06-1200x675.jpg)
![](https://curiousplot.agency/wp-content/uploads/2024/02/ELANCO_FMC_01-1200x675.jpg)
RESULTS
Content engagement: We saw the following metrics coming out of the Successful Farming Weeds Playbook campaign. These high touchpoints provided confidence that market awareness for overlapping residual herbicides was affected, making our campaign a success.
- 6.75+ million impressions (1.42 million+ impressions over goal).
- 3.06+ million print touchpoints.
- 38,440 clicks, resulting in a 1.03% CTR.
- 74,000 podcast listens.
- 4:05 average time spent on Weeds Playbook roadblocked articles.
Sales impact: Soybean acres treated with an FMC residual herbicide grew from 56.7 million in 2020 to 60.7 million in 2022, a 3% market share increase.