The Brief
Terramera, a BC-based agricultural technology leader, needed to break into the highly competitive US market with their plant-based crop protection product, RANGO. The challenge was building immediate trust with the American agricultural community and convincing a traditionally conservative, results-oriented audience to swap their synthetic pesticides for an organic alternative.
The Strategy
To overcome the skepticism of entering a new foreign market, I developed an integrated, data-driven messaging strategy designed to drive direct, in-field product trials. Working with the design team, we built a full-funnel campaign that directed users to a dedicated conversion landing page (TryRango.com). The copy heavily emphasized proven crop-yield data and clear use cases to establish credibility, deploying this messaging across a cohesive mix of high-visibility digital ads, comprehensive brochures, and targeted print inserts.
The Impact
The cross-channel launch successfully established RANGO's presence in the United States, specifically penetrating the key California agricultural market. The campaign generated over 1 million impressions across digital channels and, more importantly, successfully converted that awareness into a robust pipeline of high-quality leads, securing new in-field trials and opening crucial relationships with American dealers and distributors.
