Monsanto - Deltapine :: Cotton Community

Capabilities: Interactive Marketing

the problem:

Monsanto, owner of Deltapine, the leading cotton seed brand in the United States, had a game changing product innovation. With this product, they needed a way to talk to cotton farmers – one that would be as breakthrough, innovative and valuable as the product itself.

our solution:

The solution was to reinforce leadership, build community and sell the Deltapine brand by developing an online presence that disseminates information and causes interaction and build an online community through affinity and value. As a result, Brighton developed the Cotton Community, a site that allows cotton farmers to gather so they can obtain industry information, share best practices and learn first-hand about farming innovation. Deltapine “experts” are available online, in real time, for ongoing counsel and advice for all things cotton. Special emphasis is given on planting and harvesting cotton crops. TSMs (territory sales managers), NPEs (new product evaluators) and other farmers and influencers all participate in the site resulting in a cotton farming dialogue. By cultivating relationships, Deltapine transforms users into brand ambassadors, expanding the brand’s reach and enhancing the visitors’ experience.

the result:

* Over 580 farmer enrollments * Over 2,000 unique visitors, totaling more than 4,000 visits and 39,000 page views * A direct line of communication with farmers to promote new products and services that are important to the management of their agribusinesses * A new way for field representatives to reach out and support customers, resulting in a higher level of service and deeper brand affinity * 40% increase in awareness for new cotton varieties launched in January 2009 * 80% increase in brand awareness for Deltapine®