RANGO Product Launch Campaign
Launching a Canadian ag-tech innovator into the US agricultural market
The Work
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To maximize reach and build trust within the traditional agricultural sector, I developed a dual-pronged media and messaging strategy that bridged the gap between modern digital targeting and highly trusted physical touchpoints:
Google Ads: Deployed targeted display campaigns to drive over 1 million impressions, capturing digital awareness and funneling users into the "Try RANGO" lead-generation pipeline.
Print Media & Trade Shows: Leveraged full-page magazine inserts, comprehensive brochures, and physical booth collateral to build tangible credibility and capture high-quality B2B leads directly from regional distributors.
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Entering a new country requires more than just translating copy; it requires understanding a new audience's specific pain points. I conducted extensive audience research to pinpoint what US farmers and distributors value most. This research formed the backbone of our strategic approach, ensuring every dollar spent across the funnel was optimized to encourage targeted users to physically test the product.
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I authored the complete suite of messaging for the RANGO launch, ensuring a unified brand voice across both digital and traditional mediums. By translating complex, plant-based scientific data into accessible, benefit-driven copy, I created a compelling narrative that stretched seamlessly from quick-hit Google display ads to in-depth, multi-page educational brochures.
At a Glance
Client: Terramera Inc.
My Role: Lead Copywriter
Design: Chris Young
Deliverables: Market Entry Campaign Strategy, B2B Copywriting, Lead-Gen Funnel Development & Marketing Collateral.
Advertising Platforms: Google Ads (Display), Print Media & Trade Show Collateral.
Project completed while working at KIMBO Design Inc.
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.
“Protect your crops from start to harvest. Try RANGO today.”
“One product, triple control. Fungicide. Insecticide. Miticide.”