THE CHALLENGE

The Indiana Corn Marketing Council and Indiana Soybean Alliance are commodity organizations that administer those crops’ state checkoff programs, which fund corn and soybean promotion and education. Communicating the value of the checkoff to the corn and soybean farmers who pay into the program has traditionally been difficult, since to many farmers the program’s benefits to them aren’t always readily apparent.

THE PAYOFF

The broadcast and web campaign produced website traffic from all over Indiana to the new website, YourCheckoff.org. The CTV ads had a video completion rate of 98.2%, higher than the industry average of 95%. This campaign generated more than 1.2 million ad impressions, with nearly 9% of users going on to also view the Indiana Corn Marketing Council and Indiana Soybean Alliance websites.