Brevant Seeds:
Brand Launch
CHALLENGE: Launch a new seed brand in the US. It’s big news and a major undertaking to launch an entirely new seed brand and build a fan base in a crowded category that’s seen no “new” brands in 25 years. It’s a bigger challenge to do it in 90 days in total secrecy with only a logo, a name and color palette. But then, add a pandemic …
SOLUTION: We themed every aspect of this launch — tone, tactics, even the tagline — around disruption, treating retailers as partners, not sales targets. We brought the new to everything: website, video, in-store, email, print, radio, social and media relations. We quickly made a name for ourselves as a disruptive brand making the industry question the status quo.
Team: Ned Brown (CCO +CD), Patrick Knoll (CD + CW), Cabot Norton (CD + CW), Jaclyn Phenicie (ACD + AD), Tim Bayer (CW), Justin Hernandez (Designer), Kate Martin (CW), Heyward Coleman (Sr. AD)
Making an entrance.
We came in hot to the market, with big plans for new ways of showing up for our audience. We were 2 months into the pandemic, and had to disguise the stock content COVID-19 forced on us by finding ways to produce our own original video through a few bare-bones, socially distanced shoots.
RETAILERS TALKED. WE LISTENED. A direct mail to key retailers including a pair of AirPods and text message with link driving to their peers discussing what they want in a seed brand. Also included was an overview booklet for Brevant™ seeds.
Three months never flew by so quickly.
In 90 days, we developed the entire, multichannel campaign, producing a website, dealer materials, direct mail for farmers and retailers, video, social content, outdoor, newspaper, news releases, and dozens of other launch needs. And did we mention we only had 90 days?
Letting our audience know first.
We leveraged marketing automation lead generation to deliver timely, relevant and personalized communications to farmers and retailers through either text or email, based on their preference. In the first seven weeks, this delivered 600 form completions.
We earned 4.95 million digital impressions in 14 days. Getting big things done quickly seemed to be our launch theme. In the first two weeks, we drove over 38,000 website visits. Our email series open rate doubled the industry average but the click-through rates absolutely crushed it, coming in 822% above! And our earned media impressions? A stunning 3 million. Online, in-store and over social, we sent a clear message that Brevant™ seeds was here to change things up. For the much, much better.
Social fanbase building
Old guard being changed out.
The momentum in the first year was unbelievable. Retailers, farmers and our competitors all felt our presence… in quite different ways. The Brevant brand had solidified itself as a game changer who unapologetically competitive and steadfast in it’s goals of partnering with retailers, and finally giving them a high-performance brand without compromises.