Step It Up This Season

Client

FMC

Challenge

Along with a new crop year comes product launches and 2021 brought an unexpected new Group 15 pyroxasulfone herbicide to the market directly competing with FMC Authority® brand herbicides. With this, we were faced with the challenge of new competitive pressure and the need to position and elevate two of FMC’s premium preemergence soybean herbicides, Authority® Edge and Authority Supreme herbicide.

HIGHLIGHT REEL

Solution

With a small salesforce and new product launches of their own, we took an approach of a sweepstakes-driven campaign to bring further awareness to Authority Supreme and Edge herbicides as well as provide warm leads to the FMC regional sales representatives and our retail partners to pull-through the sale. The campaign awarded 25 growers and their respective retailers each with a $500 Cabela’s® gift card through an online entry form. Growers simply sign-up, opt-in and provide basic information to stay informed about FMC product content, the sweepstakes and other offerings. In addition to providing leads, this campaign also helped us continue to grow and enhance our first-party database. The sweepstakes began on February 15, 2021 and ran through April 15, 2021. Promotional elements included an e-blast series, delivered both through media outlets and via the FMC grower and retailer databases. The campaign also included a robust cadence of social media posts and programmatic digital ads throughout the campaign timeframe as well as product specific print media and radio spots in our target geographies.

LANDING PAGE