Situation

Economic hardships and uncertainty due to inflation, high prices, and continued shortages were running high in early 2022. Food and fuel were primary concerns. Iowa Corn uses this time to make connections, build rapport and gain understanding through a positive campaign linking all Iowans — farmers and non-farmers alike.

Objective

Raise awareness of the powerful impact corn has on everyday life and inspire fellow Iowans to spread positivity and share their wins.

Approach

A campaign hashtag — #iowanswin — anchors the campaign in various social media channels, among influencers and at Iowa Corn-sponsored events:

• A digital and social media campaign poses the question, “What’s your win?” and encourages Iowans to share their wins — both big and small — via photos and videos using the dedicated campaign hashtag on Instagram.
• The power of local influencers and enthusiasts increases online campaign reach and engagement by connecting with Iowans where they find and share their information.
• A landing page on the Iowa Corn website allows viewers to do a deeper dive into the many ways that corn helps Iowans win.
• Additional activations tie into Iowa Corn event sponsorships: county fairs, Iowa State Fair, Cy-Hawk series — where attendees share their unique Iowan wins to social media platforms like Facebook, Instagram and TikTok.
• A social media listening effort underpins the whole campaign, allowing Iowa Corn to monitor and identify user generated content (UGC) and engage with and share.

Results

The campaign ran from July 1, 2022 – September 30, 2022, generating lots of “winning” content and social media success.

1.5M impressions 40.8K engagements 378 #iowanswin posts