Social media management, targeted advertising
This case study features a company specializing in imported seed genetics. They asked to remain unnamed, and we fully respect that. Some companies see their marketing investment as a competitive advantage and prefer to keep the details private.
The company needed to broadcast a clear message to the widest possible audience: they were still very much in business and actively growing. Competitors had been spreading rumors that the company had exited the Russian market.
The internal challenge with social media: the team had no time for content creation — especially during the field season — no prior experience managing social channels, and a long-standing reliance on direct sales.
An additional layer of complexity: two seed brands of the same crop needed to be promoted simultaneously.
We created a VKontakte community and launched targeted subscription ads, set up a Telegram channel, and built a YouTube channel.
Beyond social media content, we identified relevant agricultural Telegram groups and seeded company news there: varietal performance data, invitations to exhibitions and conferences.
For social media, we leaned into expert-driven content created in close collaboration with the company’s agronomists. The company had extensive archival data on yields and other performance metrics, broken down by variety and region. This data served as powerful proof of seed quality and adaptability across diverse conditions nationwide.
We proposed building the entire content strategy around this data, using a range of formats — video, infographics, and image-based posts with copy.
Our engagement coincided with the harvest season: company agronomists were visiting farms and capturing content when possible. We prepared detailed filming briefs in advance, outlining the key topics and questions to cover. Video became a core part of the content mix.
After two months, the company decided to return to what felt more familiar — direct sales. (The company’s leadership didn’t personally use social media, and its value wasn’t immediately apparent to them — which also played a role.)
