Corteva: Views on Agriculture
Brief
Create an annual, ‘must-read’ publication on the forces shaping agriculture that offers exceptional insight and readability. Not a white paper - a magazine you can’t put down.
Leverage this within a content ecosystem: events, video, audio, social and online.
Strategy
Journalistic Rigour
We conducted a global outreach to find great stories that hadn’t yet been told
Audience First
Our editors and designers collaborated restlessly to tell these stories creatively, visually and with our readers’ interests front of mind.
Distribution Mindset
We included a large pool of influential contributors to ensure credibility and to aid distribution - encouraging them to share their stories online.
Results
The inaugural publication went directly to the hands of global agricultural leaders at the World Food Prize and to 3,000 farmers across the US, polybagged with an established publication.
Two months later the microsite went live and 38 contributors were armed with social tiles to promote the content organically.
A few weeks on, we released a podcast - and across the year we will continue to leverage, optimise and build on this valuable and lasting asset.
A content ecosystem
| Printed magazine | Animated video |
|---|---|
| Microsite | Podcast |
| Launch event | Social assets and analysis |
