Building awareness and driving trial for Xemium®
When BASF was ready to launch Xemium®, a new fungicide that protects crops and drives higher yields, they turned to Padilla. We began our strategic process by analyzing primary and secondary research to determine the most effective ways to communicate Xemium's primary benefits. Armed with key insights, we partnered with BASF and collaborated with another agency partner to develop strategic positioning and differentiated messaging designed to build credibility among the press and farmers.
Our media experts captured attention by holding a creatively themed educational symposium, an industry summit, interactive webinars and live briefings with editors. We also distributed product collateral to opinion leaders, secured over 150 interviews with key broadcasters and reached farmers through 290 radio stations.
The effects of the media blitz? Powerful — and measurable. Over 350 articles were written resulting in more than 15 million impressions. The sustained and focused media campaign generated 8 percent brand awareness before Xemium was even launched. And during the first application season, one million acres of soybeans were protected with Xemium fungicide, surpassing the client's goal by 33 percent.