Mediahuis X Tradeforus
Linking farmers to a disruptive start-up
Agri start-up Tradeforus has a revolutionary new way to buy and sell agricultural and forestry produce through virtual marketplaces. And with 23,000 tonnes of timber about to go under the hammer, the Mediahuis team built a custom print and digital response to drive awareness and engagement deep into their key farming audience.
What did we do?
Agri start-up Tradeforus had placed significant investment into their new online auction brand. However, they needed to get their message out to mainstay audiences and stakeholders in a way that would deliver impactful awareness and website traffic. Tradeforus understood that a partnership with Ireland’s leading publisher would give the clout they needed to help disrupt their industry. We worked with them to create a tailored print and digital campaign across our farming platforms. A print campaign in the Farming Independent drove awareness while building trust and quality perceptions. A bespoke digital campaign targeting an Agri audience drove website traffic and engagement.
Results
The campaign far exceeded both KPIs and client expectations. The campaign resulted in a clickthrough rate of 0.32% and a successful first auction with prices reaching 20-30% above the advised minimum value.
