Bayer Crop Science

Bayer Crop Science is a leading provider of crop protection products that are only sold through distributors and merchants, making it important for them to directly inform and influence farmers through digital channels. Bayer’s marketing manager Grant Steyn recognised the need to develop an all-encompassing digital strategy – something that had never been done before at Bayer.

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Bayer Crop Science wanted an all-encompassing digital strategy to ensure tactical activities were part of a grand plan. To develop the strategy, Cucumber conducted context research to identify industry trends, competitor activity and the needs of farmer groups. Five customer personas emerged during this process. Exploring these personas allowed Cucumber to identify key digital needs, which were validated by Bayer’s sales team.

The resulting strategy spans three years, beginning with a foundational programme that sets the stage for years two and three. It includes a summary level for senior managers and a detailed level for those who will be designing and implementing the various activities during the lifespan of the strategy.

The first activity springing from the strategy – a Bayer Seed Growth microsite – was launched on February 14 2014 after just six weeks in the Cucumber hothouse.

WHAT WAS INVOLVED

  • Context research of market, competitors, and product users
  • Development of customer personas and identification of their digital needs
  • Collaboration with Bayer IT team in Australia
  • Presentation of the strategy and three-year programme of work

"Cucumber is the total package. They have capacity right across the digital spectrum. They are the only Bayer preferred supplier in the digital space in New Zealand."

Grant Steyn
Bayer Crop Science, Marketing Manager

Grant Steyn

Bayer Crop Science, Marketing Manager

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