In 2015, Bayer appointed KISS as its seed and seed treatment PR agency. Over the years this account has grown, and the KISS team has worked on a broad range of business areas for Bayer, including seed, seed treatment, insecticides, herbicides, fungicides and corporate communications.
Making content marketing work
In 2017 we were appointed as the content agency for all of Bayer’s oilseed rape communications. This has allowed us to develop and implement a content marketing approach to our work for Bayer. Utilising a series of workshops and brainstorm sessions we generated ideas, which have been developed into content plans to be executed across a variety of owned and earned media channels.
As well as large-scale projects like ‘The Big Picture Report’, we also developed a schedule for the delivery of relevant content at key points throughout the farming season.
We visited farmers and generated a range of content, including written case studies, photography and talking heads videos. We have also written articles and press releases for trade media titles, and given press briefings for key publications.
An audience of 5 million was reached with the integrated campaign.
We secured coverage in all of the UK’s farming titles including Farmers Weekly, Farmers Guardian, Arable Farming, Crops Magazine and CPM.
The content generated by KISS was also used on Bayer’s own website and its social media channels, further increasing the campaign’s reach.
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.