About Japfa
JAPFA India is a leading agro industrial company with a major focus in poultry feed. It primarily offers Poultry & Integration along with Feed solution for Indian Markets.
Objective
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To reach prospective poultry farmers/newest lot of poultry farmers and educate them on the benefits of poultry farming, enhance brand reach & drive brand curiosity.
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To reach the know-it-all farmer and connect with them on an engaging level which will drive JAPFA into their consideration set for poultry feed.
Brand Challenge
To build an ACTIVE community of poultry farmers and business associates, present an engaging platform to share their queries and issues, provide custom and large scale solutions and guide them at every stage of bird growth + bird sale to maximize farmer earnings.
Strategy
A cohesive strategy was put in place to garner farmer interest, the strategy included below aspects
- JapfaNeeti
- Guidance Videos
- Industry Expert Chats
- Clean Farm Challenge
- On Ground Farmer Meets
- Community Interactions
- Feed Product Portfolio
- Poultry Dictionary
- Topical Creatives
a. JapfaNeeti
A property to share knowledge and guide farmers on Bird Management during varied seasons, Farm Management, Disease Management and Feed Management
Factors affecting broiler growth & quality
How disease affect farm performance
What are the cost involved in Broiler farming?
b. Guidance Videos
Farm Management
Why Breed Specific Feed
Farmer Testimonial for UltraFeed
Disease Management
C. Facebook Live Chats with Industry Experts
d. Clean Farm Challenge
A User generated content driven challenge where farmers were asked to follow 5 simple biosecurity measures and share their farm videos with JAPFA on WhatsApp. The cleanest farms would be featured and rewarded. The Challenge acted as an impulsion for farmers to make necessary changes in order to keep their farm biosecure.
Landing Page: www.japfaindia.com/cleanfarmchallenge
Clean Farm Challenge Campaign Film
Driving users to WhatsApp to gather video entries
Swachh Farm Challenge Participation Process Carousel
User Generated Content/ Farmer Entries of Clean Farm Challenge
Campaign Results
e. Coverage of on-ground farmer meets
f. Community Interactions
g. Product Feed Portfolio
Comfeed
UltraFeed
BeneFeed
h. Poultry Dictionary
Explaining poultry industry terminologies and commonly used words in a very simple way
i. Topical Creatives
Results:
Total Impressions: 612,793
Page Reach: 481,754
Engaged Users: 450,876
Leads Generated: 1220
