It Can Be with Standard Bank
Media associated with this campaign
Overview of this campaign
Food for Mzansi launched Farmer’s Inside Track (FIT) in November 2019 as a vertical to provide more “how-to” information to help up-and-coming farmers and agripreneurs run and grow their businesses more effectively.
FIT consists of a members-only website and Facebook group (currently on more than 7 000 members) and a weekly newsletter sent to more than 8 500 subscribers. Also associated with this vertical is the FIT weekly podcast, which is currently South Africa’s most-downloaded agricultural podcast. It also ranks favourably among general entrepreneurship podcasts.
Standard Bank’s objective in working with us was to gain exposure and credibility among the sector of new and up-and-coming, predominantly black farmers, that form the core of our audience.
The Standard Bank “It can be” campaign consisted of 13 video interviews with the bank’s head of agriculture business and other senior managers in that department. The interviews covered topics of practical relevance to the financing and management of agri-businesses and farms.
Each interview, conducted by Food For Mzansi’s editor for audience engagement, Dawn Noemdoe, was transmitted on Facebook Live (branded as a “Food For Mzansi TV” event to our more than 30 000 Facebook followers) and embedded in a native content article published on FoodForMzansi.co.za. It was also promoted on all our social media platforms.
The article series was also adapted as a prominent feature in the weekly FIT newsletter and sound clips used as a segment on the weekly FIT podcast. The entire campaign was supported with banner advertising on the Food For Mzansi website and in the FIT newsletter.
Results for this campaign
At the time of the campaign, “It can be” was Food For Mzansi’s largest single advertising revenue campaign.
The multi-platform, multi-media strategy it pioneered has proven very popular, also with other clients signing up for similarly constructed campaigns. Also, Standard Bank is starting a follow-up shortly.
A major win for Farmer’s Inside Track is the high-quality content that we were able to get out of the interviews with very knowledgeable finance and industry experts. The format proved very efficient. The initial interview is used as the centrepiece content which is reworked into a number of formats to add value to newsletter, website, podcast and social media platforms.
It also proved very cost effective. The fact that the campaign started during Covid-19 lockdowns actually worked to our advantage, simplifying logistics for video interviews, which we ended up doing using remote conferencing software.
The project definitely opened up many doors for our sales team. The fact that we could feature such prominent advertising from one of the major advertisers in our sector did not go unnoticed with other clients, media planners and agencies.
The project format has become a template which is a convenient product to sell to clients as a series of interviews on specific topics relevant to the audience.