NexusBioAg

Growers are more likely to try products that are proven to work. We helped NexusBioAg demonstrate their unmatched reliability.

Challenge

Growers are often hesitant about trying new products. In many cases, they're on a tight budget and prefer to play it safe with solutions they already trust. This is valid, as many companies don’t conduct extensive field trials to prove the effectiveness of their products.

However, the same couldn’t be said for NexusBioAg’s suite of inoculants. Before helping manufacturers promote these solutions, the organization thoroughly tested and proved their efficacy through the BioAdvantage Trials (BAT) program.

As growers are always looking for new, proven products in this sector, the organization needed to educate growers on the product’s key differentiation. We helped increase their audience’s awareness and generate demand through a product-focused ad campaign and more.

Solution

To begin, we created a tagline and logo that would serve as a send-off to our ads while being flexible enough to live on other promotional materials. The line needed to efficiently communicate NexusBioAg’s dedication to research in a way that would stick with people. We achieved this with “Proof, Not Promises.”

Leveraging this prominent new positioning, we ran ads from April to May of that year for two products – BioniQ and TagTeam BioniQ. On X, we ran carousel and animated ads, and on Google Display we solely ran animated ads. The ads were tailored to the crops they tested the products on – lentils, peas, wheat and canola. In each creative, we included the win rate and yield advantage, demonstrating proof that these products were the superior choice.

In addition to our product ads, we promoted the BAT program for its uniquely transparent, large-scale approach.

To maximize the effectiveness of our messaging, we implemented custom retargeting audiences for our Google ads. For instance, our canola ads were seen by an audience who had interacted with canola-relevant pages on the NexusBioAg website. This ensured the ads would be relevant to their audience’s needs and, as these growers were already interested in the company’s solutions, increased the likelihood of inspiring sales. We applied this strategy to all other ads on the platform.

We also utilized Google’s built-in interest-based audiences. Interests included grain pricing, agricultural technology and so on. In both approaches, we ensured that audiences were based in Western Canada.

On X, we targeted:

• Keywords relevant to the needs of our audiences, such as “fertilizer,” “crop specialist,” and “inoculants”
• Look-alike audiences of people who follow NexusBioAg’s competitors and other companies within the field of agriculture
• Users who had already engaged with NexusBioAg posts on the platform, as many of these users may already be considering the organization’s solutions

Results

This campaign built on the success of our previous campaign for NexusBioAg, which included general awareness ads for BioniQ and TagTeam BioniQ. Thanks to the strong impression those ads created on growers, the Proof, Not Promises campaign was in an ideal position to continue moving the audience through the sales funnel.

Looking at the results of the new campaign, it’s clear that we effectively leveraged the momentum built by our previous efforts. On Google Display, the ads for their BioniQ product had a conversion rate that was 41% higher than the product’s regular ads. For the Tag Team BioniQ product, we saw an increased conversion rate of 12%. The cost per conversion on our Google Display ads was over 200 times better than the platform benchmark.

In the end, the campaign was loved by the client, who embraced “Proof, Not Promises” as a key piece of the organization's branding. It was subsequently featured on many materials, such as their product guide, email headers, sell sheets, price guides and trade booth collateral.