In 2015 KISS was appointed as Bayer’s seed PR agency, to further boost awareness of the InVigor brand, increase share of voice within the media, and provide an integrated approach across advertising, PR and social media.
The seed PR programme centres around a thought-leadership campaign, designed to position Bayer as a leader within the UK seed breeding industry. To do this we ran a workshop with key stakeholders within the business to extract thought-leadership angles that would resonate with the problems faced by growers, as well as the solutions that InVigor can offer and could offer in the future.
In our first year we secured coverage in all key trade publications, writing and placing technical articles, as well as developing case studies, creating content to drive social media activity and undertaking editorial briefings. This activity generated an audience reach of 2.9 million and 42 items of trade media coverage in 2016 – all with the common goal of increasing share of voice for the seeds business and driving awareness of InVigor.