How did we create a first of its kind digital community of 10,000+ arecanut farmers!
On Telegram and exclusively for farmers who grow arecanut?
We built a community of 10,000+ areca nut farmers
A strong Facebook game, like this -
We Leveraged:
We didn't go the traditional PR way. We didn't do traditional public relations. The team made certain that the channel was optimised so that we would have guaranteed results.
To track the results, we opted for an AMR service.
The targetted PR earned -
Impressions
Missed Calls
Telegram Followers
We took advantage of Facebook's strong presence in the second and third-tier cities. We participated in groups that discussed farming and agriculture. We ran re-targeting ads to everyone who engaged with our content.
To establish Lawa Farms as the go-to resource for all things areca nut, we posted a variety of content ranging from weather reports to market rates. The content was written in Kannada and distributed through various channels such as Facebook, WhatsApp and Instagram.
We chose an omni-channel approach for this campaign by integrating the channels we used. We were able to gather information about farmers who expressed an interest in joining the community by using AMR (automatic Missed Call Responses). This information was later used to maximise results by retargeting them on Facebook and creating a lookalike for Facebook and Sharechat campaigns, respectively.
Creating content alone was insufficient to capture farmers’ attention. We had to distribute the content strategically across social media. This aided us in meeting our objectives and making an impact with the content.
Neophiliac strategy -We leveraged the neophiliac strategy. After analyzing the audience’s behavior, we concluded that this community is filled with neophiliacs who begin to follow and then begin to pull their peers to follow as well.
So we personalized our approach. We kept the community very open for discussion and resolved any queries our members had. This helped us earn positive word of mouth.
