We hear a lot about content marketing and story-telling as an effective element in B-to-B marketing communications, but have you ever really heard about and been inspired by one brand's program to tell a compelling story, in an integrated fashion across channels, that also led to quantifiable results?
The Business Marketing Association named Monsanto Corporate Marketer of the Year for 2011 and also awarded the company five B2 awards at its national award ceremony. Three of the awards were for Monsanto's "America's Farmers" campaign. And this multi-million dollar ad campaign truly does tell a story.
This is from Monsanto's YouTube site for the campaign:
The America's Farmers campaign features real farm families doing what they do every day -- growing not only our food, but also our economy and our quality of life here in America. We're all connected to agriculture and it's time we, as a nation, learn more about the industry that provides for us every day.
Monsanto is proud to work alongside farmers as they work to provide food, clothing and energy for our growing world. And as a U.S.-based agriculture company, we believe it is our responsibility to help tell the real stories of America's farmers.
Monstanto tells consumers just how truly important America's farmers are to our economy and how they provide for us every day. The agricultural industry in our country exports $100 billion in crops and employs over 24 million Americans.
This campaign included TV, radio, newspaper ads, a micro-site, event marketing and social media. It's main objective is to correct misinformation about the farming industry and tell true stories about American farming families.
Join us on June 7th when Mark Halton, Monsanto’s VP of Global Corporate Marketing & Communications, his team members will speak at our luncheon in Clayton, MO. You'll learn about the background of the campaign, how it has morphed into other Monsanto brand campaigns, how they’re measuring results, and how their employees and agencies get psyched about awards. Register Here
The B2 Awards recognize business-to-business marketing programs and demonstrate the ability to transform new, creative ideas into strategic initiatives.
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