Organic Standard
About the project
Ukrainian farmers continue to fight for the opportunity to sell their products on the global market. The war, geopolitical challenges, and constant price increases for tools and materials make business activities risky, and the outcome difficult to predict.
“Organic Standard” is the first Ukrainian accredited certification body recognized in the EU, Switzerland, and Canada. The company received a grant from the USAID AGRO Program, designed to support organic producers and promote the transition to growing organic grains and oilseeds.
Tasks and solutions
In order to attract farmers to organic product certification, "Organic Standard" approached our team to develop an effective marketing plan. During the execution of this task, the following was done:
- A detailed analysis of potential communication channels was conducted. Based on the collected data, a communication plan was developed to reach the target audience.
- Collaboration with thematic resources was established, where news and articles about the USAID AGRO Program and successful cases from "Organic Standard" clients were published.
Among the suggested resources:
potential audience (monthly readers)
agronews.ua170 000
agrotimes.ua134 000
agroter.com.ua109 000
- Developed advertising creatives for the audience of farmers growing cereal and oilseed crops
- Developed advertising creatives for the audience engaged in processing cereal and oilseed crops
Received feedback from the manager who worked with the applications and adjusted the settings for scaling target applications for certification
Reach metrics
The structure and design of the website were developed to align with the "Organic Standard" corporate style and will contribute to maximum engagement with the target audience.
Website - welcome.organicstandard.ua
Reach metrics
- Video development - for better content perception by the audience and for further reach on YouTube, which is one of the key channels for promotion today. Video
- Analysis of reach metrics, adjusting the further communication strategy.
Results:
- Attracted attention to the certification program after the launch of the landing page and integration with thematic resources.
- Traffic increased by 20%. The number of landing page visitors increased within the first 2 months after the advertising campaign began.
- Attracted new participants: the number of organic product producers interested in participating in the USAID AGRO Program increased by 30% compared to the same period last year.
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