Refocused Product Promotion Strategy Drives Digital Engagement & Conversions

CLIENT

Certis Biologicals

OUR EXPERTISE

Marketing Campaign Development

Sales Enablement

Market Strategy

GOAL/OBJECTIVES

Regain product market share in a competitive marketplace by restructuring messaging and audience approach

20k+

Sessions

RESULTS

Value Differentiation Boosts Market Share

The target audiences had misconceptions about Double Nickel® since it had been on the market for so long, so our refreshed messaging, content, and targeting engaged customers to understand its effectiveness. The product's powerful formulation enables customers to use less, meaning they need to buy less, thus saving them money and increasing profits.

20k+

Sessions

Promoted traffic to new product microsite to influence purchasing decisions

447

Contacts

Influenced new prospects to share information in exchange for product content

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Double Nickel is known as the pioneer of biofungicide products, but it had lost a significant amount of market share over time due to competitive products. With a refresh of positioning and messaging, the campaign revealed new value differentiation to distributors and end users to increase sales.

THE CHALLENGE

Double Nickel was the first of its kind on the market: an effective biological fungicide known for its five modes of action to combat plant disease.

However, as the biologicals market grew, the messaging had become stale, and it was no longer the only biofungicide on the market – in fact, the market was becoming saturated, so product differentiation was key to its comeback. 

There was a need to educate prospects about the value of the product and its effectiveness to protect the whole plant. It was time to regain market share by showing audiences that the product was still around, still effective, and even more powerful than competitive brands.

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STRATEGIC ACTIONS

Strategize, Prove Value, Increase Sales

With the increase in product options available on the market, Certis needed to regain market share they had previously gained but lost to competitors. To do so, we analyzed other key competitive products in the market to uncover our true competitive edge while also looking to the end customers to tell us what they were really looking for in their biofungicides.
01

Research

Analyzed key competitive products to discover our value differentiators

02

Ideate

Refreshed product messaging to reveal "Double the Power" for product strength

03

Create

Educated prior and future customers through content assets for product awareness

04

Boost

Promoted via key industry publications and digital targeting to increase sales

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