Bayer CropScience appointed KISS to manage the communications for its corporate brand. The challenge outlined by Bayer was to create a campaign that will demonstrate Bayer CropScience’s commitment to the future of British farming. Campaign success will be measured against the criteria: ‘quality products’, ‘making investment’ and ‘openness’.
Historically, Bayer CropScience has only communicated with its target audience on a product-by-product basis, rather than the wider context of the product line. In the meantime, its key competitors have been active in this regard, so the Bayer brand is perceived as lacking connection and engagement with its target audience. Research highlighted a need to communicate not only with Bayer’s external target audience – farmers and agronomists – but also an internal audience of staff and other stakeholders.
Given the diverse variety of rational needs, KISS identified that the opportunity to connect with the target audiences was via an emotional campaign that put the farmer at its very heart, and communicated Bayer’s commitment to the future of British farming.
Managing communications for a corporate brand
The core proposition ‘Your future is at the heart of everything we do’ is rooted in the Bayer Promise, a single-minded document that defines the terms by which Bayer will deliver against the proposition to both external and internal audiences. It demonstrates how Bayer is walking the walk, not just talking the talk, of commitment to the future of British farming.
The Bayer Promise underpins the creative idea executed across a series of ads featuring young children engaged in farming-related activities with a focus on the core areas of the promise: investment, innovation, engagement, sustainability and education. The ads use white space and a natural photographic style to ensure stand-out in the clutter of the agricultural press.
Ahead of launch in the on and offline farming press, an internal communications plan was put in place that included a launch presentation, video, personalised Promise document and goodie bag – all designed and produced by KISS.
KISS nailed the key insight, differentiator and brand idea with great clarity, but equally importantly, demonstrated a class-leading approach to account and project management. The whole team is a pleasure to work with, and the positive chemistry within the team at KISS is obvious and infectious.
Marketing Communications Manager
Our work with Bayer has provided a showcase of truly integrated communications, combining public relations with content marketing and advertising. This joined-up thinking has been executed across multiple touchpoints to bring its brand to life and help shape its customers’ experience.