“We’re All for Clean Water” Campaign Connects Wisconsin Consumers & Corn Farmers
The Work
Like other states, water is a big deal in Wisconsin. There’s concern about the state’s natural resources, including water. Wisconsin Corn Promotion Board (WCPB) 2021 research reveals 70% of respondents are concerned about Wisconsin’s environment with polluted lakes, rivers and streams and water quality rising to the top. WCPB sees an opportunity to share farmers’ stories about water quality and the clean-water farming practices happening on farms today.
Approach
A multi-year “We’re all for clean water.” campaign helps raise awareness of Wisconsin farmers’ efforts of using clean-water farm practices that protect water quality.
A website destination reinforces Wisconsin farmers’ commitment to protecting natural resources through farm practices like reduced fertilizer use and cover crops. Videos feature the farmers’ first person POV to connect with peers and localize the water connection through the shared values of keeping drinking water safe and water recreation activities abundant.
An online water recreation guide ties Wisconsin’s top water recreation spots to the campaigns’ clean water messages and farmers favorite destinations. Partnerships with influencers like Madison and Milwaukee Moms and Discover Wisconsin create additional awareness.
Landing Page
SEO- optimized webpage hosting content, quizzes and resources to learn more about SCN.
Bringing the Campaign to Life
A series of docu-series style videos anchor the campaign and are amplified through social media and digital advertising.
Meeting Audiences Where They Are
Unique advertising placements including movie theaters in farmers’ hometowns and local airports get noticed and build awareness.
Creating Connections
“Whiskey & Water Handcrafted by Corn” influencer dinner events for sustainability influencers and parents creates connections and building relationships.
Results
More than 12M impressions have been shared with campaign messages so far. Specific KPI results include:
-
20,000+total web page views
-
2M+total video views
-
75+ leadersfrom 19 NGO conservation and advocacy groups and parenting groups attended WCPB’s events.
