Case Study
The Power to Win Campaign
EMPLOY is a biochemical plant-health product that activates a plant’s natural defense system, supporting stronger root development, stress response, and nematode suppression. The challenge was to translate that technical story into a message growers could understand quickly while preserving the accuracy and restraint required for approved product communications.
I developed the EMPLOY THE POWER TO WIN, a campaign platform connecting plant defense with preparation, strength, and performance. The concept established a distinctive visual language that could extend across specialty crops, row crops, print, digital media, and customer-facing web experiences.
The Challenge
EMPLOY’s value is rooted in a biological process that can be difficult to communicate at advertising speed. The campaign needed to explain that EMPLOY activates the plant’s own defense response without becoming overly scientific, visually dense, or dependent on lengthy copy.
The system also had to remain effective across widely different crops and media formats, including:
- Full-page print advertising
- Programmatic and native display
- Publication-specific digital placements
- Paid social and video
- Campaign and product webpages
- Retargeting and paid search
- QR codes and tracked destinations
- Event and promotional applications
The media plan included animated display formats, site-direct advertising, print placements, paid social, retargeting, and paid search.
Translating a technical product story into an integrated campaign
My Approach & Contributions
The handshake as a visual metaphor
The central handshake transformed an invisible biological response into a familiar visual idea: EMPLOY works with the plant to strengthen its natural defenses.
Rather than presenting the product as an external shield or an aggressive chemical intervention, the handshake suggested activation, partnership, and readiness. This supported the product story while also connecting naturally to the campaign’s competitive language.
Stylized artwork
A stylized illustration was chosen over literal photography to give the campaign a visual identity that could be recognized across crops and formats.
The treatment allowed plant forms, roots, defensive energy, and the handshake gesture to function as one unified composition. Simplified shapes and controlled detail kept the central idea readable at both full-page and small digital-display sizes.
The artwork also avoided tying the campaign too closely to a single crop. Crop imagery and supporting content could change by audience while the handshake, illustration style, color language, and campaign line maintained recognition.
Typography and hierarchy
EMPLOY THE POWER TO WIN was treated as the dominant message, creating an immediate connection between the product name and the campaign promise.
Motion design
In animated executions, the handshake became an active storytelling device rather than simply a static image transferred to a screen.
The gesture was composed with forward movement rather than treated as a static corporate handshake. That motion gave the visual more energy and helped reinforce preparation, performance, and the transition from vulnerability to defense.
The movement helped distinguish the campaign in digital placements while remaining simple enough to survive small dimensions, short durations, and varied viewing conditions.
The Results
This was more than an advertising campaign. I turned a complex plant-health process into a clear visual idea and built a campaign system that could scale across channels and drive measurable action.
EMPLOY THE POWER TO WIN established a recognizable campaign platform that translated a technical plant-health mechanism into an immediate customer-facing idea. The concept remained consistent across print, web, social, animation, and publication-specific formats while supporting variations for specialty and row-crop audiences.
The launch campaign generated 1.5 million impressions, 14,674 landing-page clicks, and 206 conversions, producing a 4% overall conversion rate. The campaign also achieved a 1% click-through rate, more than three times the 0.29% average reported.
Visitors arriving through EMPLOY paid media remained highly engaged across the site, generating 4,248 sessions, 3,058 engaged sessions, and a 72% engagement rate. Those interactions led to online-order portal visits, product information downloads, and contact-form submissions.
The campaign expanded into a coordinated set of print and digital executions. Full-page print advertisements appeared in agricultural publications including Ag Alert, American Vineyard, Good Fruit Grower, West Coast Nut, and Western Farm Press. Digital formats included animated programmatic ads, native advertising, site-direct placements, paid social, retargeting, and search support.
Supporting language such as“Power on plant protection” and“Empower a strong defense today” allowed individual executions to emphasize different benefits while remaining connected to the central platform.
Let's Work Together!
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