Case Study

An Agriculture Company

Project

An agriculture company sought to correct misinformation being spread via social media about a new biotech product.

Deliverables

Digital Campaign

THE CHALLENGE:

An agriculture company launched a new biotech vegetable product, and although a similar product had been on the market for more than a decade, activists banded together and began spreading misinformation related to the safety and quality of the product via online and social media. Through a social media campaign, one group united to gather petitions and attempted to stop a major retailer from accepting the new product.

Standing Partnership teamed up with the company’s industry affairs, issues management and public affairs teams to correct the misinformation with the assistance of third-party bloggers.

Standing Partnership created a plan to help the company capitalize on existing relationships within the blogosphere to disseminate accurate information about its new biotech product.

THE SOLUTION:

Capitalizing on already-existing relationships with a variety of agriculture bloggers, we developed a plan that focused on communicating with the bloggers and encouraging them to join this agricultural company as a partner in correcting the misinformation that anti-GMO activists were spreading.

We organized the bloggers into a private Facebook group, where we regularly shared updates and information. Then we hosted a webinar with the bloggers – who all received a box of the biotech vegetable ­ to discuss the new product and to brainstorm and share strategies to help them improve their blogging skills. We also created an Ag Blogger Guide with tips on how to establish an effective blog strategy, use online tools to enhance their blog’s search optimization and to brainstorm blogging topics.

Through regular communication with the Facebook group, we shared updated information, topic ideas and photos. As a result, the group members reciprocated by sharing their own personal photos of growing and eating the vegetable with other group members and on their personal blogs.

Within the first three months of the campaign, independent agriculture bloggers posted 12 blog posts. Additionally, the Facebook group’s engagement continued to improve, and many Facebook group members tweeted using the vegetable product’s Twitter handle and posted photos on Pinterest.

12

Within the first three months of the campaign, independent agriculture bloggers generated 12 new blog posts supporting the biotech vegetable.