32K
Full documentaries, each 20-25 min long, were watched on the Vimeo channel of the project.
strategy services
creative services
media services
farm
2 facebook
driving a strong global policy approach towards agriculture using the power of digital outreach
challenge
Funded by the Gates Foundation, Global Development Network initiated a research-to-policy project titled ‘Supporting Policy Research to Inform Agricultural Policy in Sub-Saharan Africa and South Asia’. We were tasked to develop a comprehensive outreach program globally on defining agricultural policy.
insight
The key was to streamline the target audience & design customized messages to effectively connect all key participants – government, industry, academia & the core constituency of farmers online.
execution
Agriculture is a narrative of survival, therefore every one has something to chew & ponder upon. We used UGC to introduce and drive key project takeaways like policy briefs, research papers, documentaries. The campaign drove awareness of public discourses on agriculture as seminal to policy debates
360°
Digital & social campaign, driving user views and downloads across facebook and targeted premium media like CNN, FT and BBC.
100+
Ads and post variants across multiple channels
1
IIM Bangalore case study available on Harvard Business Review.
14mn
Total impressions served across the globe using Google, Facebook ads apart from premium inventory like NYT, Financial Times, CNN, Foreign Policy, Washington Post, Reuters among others
25K
The number of times research papers, each going on for over 70 pages, were downloaded from the campaign site.
