Using social media to talk directly to the UK’s farmers

Brief

Get on the radar of farmers to communicate the primary benefits of Integrated Pest Management (IPM) and position the organisation as the UK’s primary delivery mechanism for promoting best practice in pesticide use.

Idea

Develop an engaging, farmer-facing social media campaign using a network of regional ‘VI Champion’ farmers and advisors.

Result

The campaign generated 76,000 organic impressions over the 3-month period, a 400% increase in engagement on posts and a 25% increase in followers on Twitter.