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UPL Digital Marketing in 5 States

Brief

 

UPL Limited (formerly United Phosphorus Limited) is an Indian multinational company that manufactures and markets agrochemicals, industrial chemicals, chemical intermediates, and specialty chemicals and also offers crop protection solutions. The company is headquartered in Mumbai, Maharashtra, and engages in Agro and Non-agro activities.

 

UPL India, in collaborati.unications, wanted to promote two of its products which were Shagun and Vesta, ensuring high-quality crops for farmers of five different states of India (Rajasthan, Maharashtra, Punjab, Haryana, Madhya Pradesh).

Marketing Objective

The objective of our campaign began by increasing brand recall on digital platforms to generate participation and engagement; we had to enhance the audience reach of almost 10 million people in selected states and increase brand recall during peak season.
Vesta Post 1

Creative Idea

We commenced this campaign at Diwali (festival of lights in India). Because of Diwali and Mega offer, we introduced our campaign as “Shagun 21-11 ke sath gehu ki kheti dhamake wali ”. Our feedback system on the campaign websites was new for the farmers; therefore, it engaged them in large numbers.
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Execution

First, we identified the digital promotion platforms: Facebook, YouTube, Google Display Network, and mobile marketing. Our approach was an Integrated marketing strategy in which we used vernacular and informative posts for Facebook and GDN, videos posted on YouTube, GDN, and Facebook consisting of farmer’s reviews, and USP of Shagun and Vesta.
Vesta post1

Vernacular Social Media Posts

We also used the missed call system in this strategy by mentioning a phone number on the posters for farmers to give a missed call to participate in the draw. We established an automated vernacular SMS system through which the message, including a link for the website, was sent to them; by clicking on the link, they directly landed on the website to give their feedback about the product. For feedback, there were three easy options, i.e., picture uploading, text message, and voice message. We kept a record of each feedback we received to assist farmers further.

Marketing Objective

The objective of our campaign began by increasing brand recall on digital platforms to generate participation and engagement; we had to enhance the audience reach of almost 10 million people in selected states and increase brand recall during peak season.

Creative Idea

We commenced this campaign at Diwali (festival of lights in India). Because of Diwali and Mega offer, we introduced our campaign as “Shagun 21-11 ke sath gehu ki kheti dhamake wali ”. Our feedback system on the campaign websites was new for the farmers; therefore, it engaged them in large numbers.

Challenges

The time of the campaign was limited (25 days). In this limited time, we had to perform all the activities and promote the products in the large rural territory of five states with different languages.

Execution

First, we identified the digital promotion platforms: Facebook, YouTube, Google Display Network, and mobile marketing. Our approach was an Integrated marketing strategy in which we used vernacular and informative posts for Facebook and GDN, videos posted on YouTube, GDN, and Facebook consisting of farmer’s reviews, and USP of Shagun and Vesta.

Vernacular Social Media Posts

We also used the missed call system in this strategy by mentioning a phone number on the posters for farmers to give a missed call to participate in the draw. We established an automated vernacular SMS system through which the message, including a link for the website, was sent to them; by clicking on the link, they directly landed on the website to give their feedback about the product. For feedback, there were three easy options, i.e., picture uploading, text message, and voice message. We kept a record of each feedback we received to assist farmers further.
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Results Achieved

Throughout the campaign, we received a lot of inquiries on Facebook as well as there were many responses on the website. We completed the campaign in a limited period of 25 days. We regularly tracked the status of missed calls received, which was more than 250 calls per day, and contacted each caller.

We crossed the target of 10 million people  and more than 4.5 k participation was received within 18 days of the campaign.

Our feedback system on the website attracted farmers as it was unique and engaging.

The content strategy pulled a large farmer base towards the products, impressed by the campaign, many of them posted positive comments on our Facebook page.

We received tremendous responses from all five states for our campaign, which made it successful.

Missed calls received
1 K
Gdn impressions received
1 L
Total farmers reached
1 M
youtube impressions received
1 L
total link clicks generated
1 K
Participation received
1 K

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