{"id":16831,"date":"2025-10-28T00:18:00","date_gmt":"2025-10-28T05:18:00","guid":{"rendered":"https:\/\/www.farmjournal.com\/?p=16831"},"modified":"2025-10-28T00:30:31","modified_gmt":"2025-10-28T05:30:31","slug":"breaking-the-traditional-media-buy-mold","status":"publish","type":"post","link":"https:\/\/www.farmjournal.com\/breaking-the-traditional-media-buy-mold\/","title":{"rendered":"Breaking the Traditional Media-Buy Mold"},"content":{"rendered":"\n<p><em>Corteva goes all in with Farm Journal for big results<\/em><\/p>\n\n\n\n<p>It started with a challenge to Bader Rutter, agency of record for Corteva, to re-evaluate how to plan and buy media by focusing on an&nbsp;<strong><em>audience<\/em><\/strong>&nbsp;instead of an individual&nbsp;<strong><em>campaign<\/em><\/strong><em>&nbsp;or&nbsp;<strong>product<\/strong><\/em>.&nbsp; Bader Rutter\u2019s strategy was two-fold; to leverage one media partner&nbsp;with vast coverage of Corteva\u2019s audience, as well as diverse media offerings that would allow us to tell Corteva\u2019s story across multiple outlets.<\/p>\n\n\n\n<p>\u201cWe approached the whole concept of planning and media buying in the fall of 2023 with the thought process of how do we take our customers on a journey through that pasture growing season in a meaningful way?\u201d says Leah Beyer, digital marketing communications leader at Corteva. \u201cWe built our content around topics for each month, and then we reached out for media RFPs looking for ways to go deep with our storytelling and messaging. And then we showed the audience the same baseline vantage point at every point in the pasture cycle. We ultimately went all in with Drovers.\u201d<\/p>\n\n\n\n<p>More investment in one media partner allowed Corteva to bring \u201cWhere the Green Grass Grows\u201d to life for their audience.<\/p>\n\n\n\n<p>\u201cWe decided to do something totally different,\u201d says Susan Carney, marketing communications leader at Corteva. \u201cWe asked ourselves, what if we put more dollars and essentially be all in with one publication, and then really try to bring this campaign to life?\u201d<\/p>\n\n\n\n<p><strong>Marketing Campaign Specifics<\/strong><\/p>\n\n\n\n<p>Knowing ranchers rely heavily on their peers\u2019 experience, the idea grew, and the Corteva and Bader Rutter team formed the relationship with \u201cAmerican Countryside\u201d host Andrew McCrea. He conducted video interviews for the \u201cWhere the Green Grass Grows\u201d campaign. Focusing on seasonality and aligning with Andrew during key times of the year to tell an operational story vs. a product story, those interviews also became blog, website and social media content. Print ads in Drovers, native ads and eBlasts drove people to the campaign website.<\/p>\n\n\n\n<p>\u201cThe campaign worked well because of all the channels Farm Journal has,\u201d says Laura Svec, Corteva communications manager. \u201cIt was the perfect storm of high-value spokespeople who have a relationship with farmers and ranchers and are industry leaders. We reached our audience more effectively and holistically with this creative approach.\u201d<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"700\" height=\"422\" src=\"https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/10\/Corteva-Image-2.webp\" alt=\"\" class=\"wp-image-16832\" srcset=\"https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/10\/Corteva-Image-2.webp 700w, https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/10\/Corteva-Image-2-300x181.webp 300w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>The campaign didn\u2019t only come to life on the Drovers properties, it also extended to the Corteva websites as a hub for thought leadership on pasture management. The results showed that though Drovers readers used both QR codes and vanity URLs, the vanity URLs produced high-quality traffic. That traffic stayed for a long time: 10-plus minutes and in some cases 13-plus minutes and visited an average of up to six pages.<\/p>\n\n\n\n<p>\u201cWe went into this campaign with eyes wide open,\u201d Carney says. \u201cWe decided if we start to see tactics are not performing the way we felt that they should be, then we were ready jump in and make some quick changes, versus waiting six months after the fact, at the end of the cycle or the end of the year. We made sure we were more intentional about making sure this campaign was performing the way we wanted it to perform more frequently.\u201d<\/p>\n\n\n\n<p>Many times, marketing success is calculated by quantity, but the team at Corteva and their agency partner Bader Rutter focused on quality. They focused on the people who visited the site and stayed a long time rather than thousands coming and leaving in 30 seconds.<\/p>\n\n\n\n<p>\u201cWe had some obvious learnings from this campaign,\u201d Beyer says. \u201cBut overall, honestly, it worked. Our spring campaign was our most successful. We believe it\u2019s because ranchers are anxious to be back on green grass and are more available to digest content. We\u2019re looking forward to coming out of the gates firing with our best content again this spring.\u201d<\/p>\n\n\n\n<p><strong>Maximizing Content Through Data<\/strong><\/p>\n\n\n\n<p>Data and intentionality have led this campaign from the start, and the team looked at the data on a continual basis to see what is most successful. It allowed them to double down and get even more intentional to maximize the content on Farm Journal and Corteva channels.<\/p>\n\n\n\n<p>\u201cAs somebody who works in the digital space, where I probably had to eat the largest amount of crow was the volume of traffic we actually get from the print publication,\u201d Beyer says. \u201cIn the past, we have not done the best job of measuring print publication traffic. We got really granular with the many vanity URLs. But it was worth the effort because now I can point to print pubs as a driver of valuable visitors to our website, and it also tells us just because someone might prefer to read a print pub doesn&#8217;t mean they won&#8217;t visit a website as well.\u201d<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"700\" height=\"462\" src=\"https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/10\/Corteva-Image-1.webp\" alt=\"\" class=\"wp-image-16833\" srcset=\"https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/10\/Corteva-Image-1.webp 700w, https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/10\/Corteva-Image-1-300x198.webp 300w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Svec added the importance of being patient with results beyond 60 to 90 days, and the flexibility with making changes as results come in. The success the Corteva team saw confirmed \u201cWhere the Green Grass Grows\u201d was the right story at the right time with the right message.<\/p>\n\n\n\n<p>\u201cThis campaign helped Corteva see the story through the farmers\u2019 and ranchers\u2019 eyes in a way we\u2019ve never seen before,\u201d Svec says.<\/p>\n\n\n\n<p><strong>Departure From the Norm<\/strong><\/p>\n\n\n\n<p>It can be scary to go out on a limb to try something different, but with low risk, there\u2019s low reward. Svec says the responsiveness and commitment across the Farm Journal, Corteva and Bader Rutter agency teams to make things come together perfectly was a big plus.<\/p>\n\n\n\n<p>\u201c\u2018Where the Green Grass Grows\u2019 was a departure from our previous strategy in a couple ways,\u201d Beyer says. \u201cIt was a departure because we have historically spread the peanut butter real thin across multiple media partners, and then you don&#8217;t give each media partner\u2019s customers a true experience with your content. The age-old mantra is that somebody has to see something seven times to remember it. Well, they may not see it seven times if you&#8217;re smearing the peanut butter thin. So first, we decided to put all our funds into one basket. And that was a little risky. There&#8217;s some heartburn with that. The second thing we did differently was we focused on the story about an entire need for a rancher or grower and then placed the right product information based on the opportunity instead of leading with the product message.\u201d<\/p>\n\n\n\n<p>Svec added that she had been out for three months while this decision was being made, and she thought they had lost their minds. But after six months, the results spoke for themselves.<\/p>\n\n\n\n<p>As the world evolves, the way we do business evolves too, and that\u2019s what Corteva has seen with their relationship with media too.<\/p>\n\n\n\n<p>\u201cThe way we&#8217;re talking to media companies is evolving,\u201d Beyer says. \u201cWe now say, \u2018Tell us what you&#8217;re really good at. We may not do everything with you, but we want to understand what you&#8217;re really good at because that&#8217;s how we want to partner with you.\u2019 We&#8217;re doing things differently based on the value that each media partner could bring us.\u201d<\/p>\n\n\n\n<p>With this surgical precision, Corteva is moving the needle with their brands.<\/p>\n\n\n\n<p>\u201cWe&#8217;re buying media,\u201d Beyer says. \u201cBut we&#8217;re trying to come to market in a bigger thought leadership way to have more of an impact across the entire acre with our customers.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Corteva goes all in with Farm Journal for big results It started with a challenge to Bader Rutter, agency of record for Corteva, to re-evaluate how to plan and buy media by focusing on an&nbsp;audience&nbsp;instead of an individual&nbsp;campaign&nbsp;or&nbsp;product.&nbsp; Bader Rutter\u2019s strategy was two-fold; to leverage one media partner&nbsp;with vast coverage of Corteva\u2019s audience, as well [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":16834,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[100],"tags":[],"post-author":[],"class_list":["post-16831","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer_stories"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - 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