Syngenta Australia, a leading agri-business, has enlisted award-winning Sydney content marketing agency 3rdspace to create an integrated content campaign for their pest control division.
The campaign aims to refresh the conversation around B2B marketing within a niche audience, in this case, pest control business owners.
By hyper-targeting a digital campaign in a humorous, relatable tone, 3rdspace have aimed to communicate quality product information, business advice and opportunity for future business growth in a highly relatable way.
The campaign features a video following the efforts of down to earth pest controller, Bob, and his misguided attempts at advertising his business.
The social campaign extends to banner ads showing examples of his bad ad efforts, targeted specifically via Facebook.
A competition runs alongside the online content, creating an incentivised call to action by offering pest control businesses the chance to win a $15,000 mega marketing prize.
Social influencer (former Survivor competitor now plumber/builder) Aimee Stanton is set to be the brand’s ambassador, promoting the competition across social networks and providing a relatable connection to the trade audience.
Stanton will also be a long term partner involved in an online video content series, providing useful business advice on the Syngenta platform.
Syngenta business manager-consumer of Lawn & Garden Australiasia said: “At Syngenta, we’re committed to helping pest controllers safely and sustainably do business.
“Research showed us that most operations relied upon a small customer base and that as an industry, everyone tends to do similar things when it comes to building their reputations.
“Working with 3rdspace, we wanted to help pest controller businesses realise how they could differentiate and grow their businesses in a tone that is entertaining and down to earth.
“3rdspace have done a great job translating our vision in a fun, creative way.
“They’ve come up with a great solution to push the message out in various ways to ensure the value of marketing isn’t lost within the pest control industry”.
3rdspace’s Chris Austin said: “It’s challenging for small business divisions when they have such practical requirements of their day jobs, to find the time to market their business.
“We have created content that will grab their attention.
“The splash of humour through all of the content along with the marketing prize has sparked a fresh conversation within an industry that’s previously been neglected.
“As engagement builds the content aims to inspire, involve and spark action”.
Check out the campaign and watch the video on Facebook.
Founder & Head of Content: Rob Logan
Creative Director: Paul Tilley
Head of Business: Chris Austin
Director: Gary Eck
Editor & Grade: Nicole Hadjimichael