03 / Bayer

VIDEO U SREDIŠTU DIGITALNE STRATEGIJE ZA BAYER

Logotip Bayer na staklenom pročelju zgrade

PREGLED PROJEKTA

POLJOPRIVREDNA STRUČNOST PRETOČENA U DIGITALNE PRIČE

Bayer je jedan od svjetskih predvodnika u znanosti o usjevima i poljoprivrednim inovacijama. Kako bismo ojačali njegovu digitalnu komunikaciju u regiji, razvili smo strategiju s videom u središtu koja složena poljoprivredna znanja pretvara u jasan, zanimljiv i koristan sadržaj za poljoprivrednike i stručnjake u poljoprivredi.

Povezali smo edukativne priče, lokalno relevantne poljoprivredne teme i distribuciju na više digitalnih platformi. Tako smo stvorili sustav sadržaja koji se može širiti i podupire Bayerovu komunikaciju na hrvatskom i slovenskom tržištu.

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Izazov

Komunikacija u poljoprivredi često uključuje vrlo stručne informacije, dok digitalna publika očekuje jasan, relevantan i pristupačan sadržaj. Bayeru je bio potreban format koji može predstaviti stvarne poljoprivredne izazove i rješenja uz očuvanje stručnosti i vjerodostojnosti.

Izazov je bio specijalistička znanja o usjevima pretvoriti u digitalni sadržaj koji se povezuje s lokalnim poljoprivrednim zajednicama i uspješno funkcionira na društvenim platformama.

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Pristup / Rješenje

Strategiju smo temeljili na edukativnim video pričama. Svaki sadržaj obrađivao je stvarne poljoprivredne izazove, praktična rješenja i teme važne poljoprivrednicima. Rad je obuhvatio razvoj kreativnog koncepta, oblikovanje priče, video produkciju, montažu i postprodukciju.

Video serijal distribuirali smo na Facebooku, Instagramu i YouTubeu, uz strategiju društvenih mreža, strategiju oglašavanja i plaćenu promociju na društvenim mrežama. Time je Bayer proširio doseg svoje stručnosti, a izrazito tehničke poljoprivredne teme učinio pristupačnijima i zanimljivijima.

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USLUGE

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Rezultati

Strategija s videom u središtu potaknula je snažan angažman na Bayerovim digitalnim kanalima. Sadržaj je ostvario više od 4.2 milijuna pregleda videa na digitalnim platformama, povećao interakcije publike za 267% i donio rast jednominutnih pregleda videa od 292%.

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REZULTATI PROJEKTA

4.2 MIL.

PREGLEDI VIDEA NA DIGITALNIM PLATFORMAMA

267%

RAST INTERAKCIJA PUBLIKE

292%

RAST PREGLEDA VIDEA OD NAJMANJE 1 MINUTE

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VIZUALI

Dizajn Bayerovih poljoprivrednih digitalnih oglasa prikazan na prijenosnom računalu
Tri dizajna objava Bayer Crop Science za društvene mreže na plavoj pozadini

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