For more than 150 years, Coopers has been a staple of the agricultural industry in Australia. Australian Community Media (ACM) in North Sydney, Australia, wanted to help find a way to engage relevant readers on a monthly basis and encourage them to stay aligned with the brand through engaging and thought-provoking content.
The publisher also wanted to develop continual awareness and understanding of the Coopers brand, whilst driving reach and engagement levels.
The answer was a content series called “Coopers Couch,” which appealed to ACM’s exclusive agricultural audience across both print and digital platforms (desktop and mobile). Our heaviest focus was on the video content as the centrepiece of this strategy.
The content series featured industry experts in the field discussing relvant agricultural issues, then discussing the benefits of the Coopers products to address those issues. These were divided into key content pillars reflective of key brand activity throughout the life of the campaign.
In total, five product-related content pieces were published across the six agricultural weekly mastheads. The video content was also placed within each published article, and then deployed as a “video first” amplification tactic via co-branded Facebook ads, each aligning to the six masthead Facebook accounts.
Dedicated agricultural thought leaders and journalists Lucy Ziesemer and Peter Lewis were hired specifically for the campaign with the objective to give credibility to the content and to create affiliation with the target audience.
The “native” execution goal for this campaign was to align the articles with the ACM audience user experience in a way that would effectively deliver on engagement and awareness. Through the use of strong imagery, video, and written content, we were able to successfully create a rich visual and editorial experience for our relevant readers.
A dedicated homepage strap was created to highlight the series, which also linked through to an index page, housing all articles. We used Polar content technology to create a more immersive experience for the articles to live within the local news section of each digital masthead, providing a true successful native execution.
Header photo courtesy of Zsuzsanna Tóth from Pixabay.