Farmers don’t book demos because new technology is clever. They book because they deeply believe their lives will be better, emotionally and financially.

The logical approach of showing real farms and real numbers (e.g. “Helping Kiwi dairy farmers earn more”) was only part of our challenge. Headlines like “Dan’s dairy farm is earning $68,820 more every year” were initially effective, but a rational approach to communication doesn’t overcome a highly cynical and sceptical farmer being asked to make an emotional and scary decision: completely changing the way they’ve run their farm for 20+ years.

The secret was to build deeper trust with our customers. We spoke to Halter’s vision for the future of farming, showed their on-farm understanding of the daily jobs to be done, and stepped into the homes of customer advocates who spoke more passionately than any branded message could. We visualised how the lives of farmers, their animals and their businesses are materially better with Halter, showed the technology in action and the brand into a "local" supplier.

Across 10+ video shoots, we created 200+ ads for Meta and Google to and unlocked the messages and customer insights that most effectively won the trust of farmers and industry experts across AU, NZ and USA.

Our Result: An increase in qualified leads by 201% and a cost per SQL was down 55% over 18 months. From here, our key insights process and learnings we were embedded into the thinking of internal marketing creatives and senior leaders.