The client.
Kikui Farms is dedicated to establishing a diverse, balanced and sustainable plot in the Red Hills of Tamil Nadu, India. By establishing microclimates, utilizing natural resources and empowering flora and fauna to balance the natural environment, Kikui demonstrates that healthy, natural, organic food can not only be grown at a 7,000ft altitude, but can flourish. It is the goal of Kikui to grow these vegetables, bring them to market and educate our guests about alternative farming and permaculture.
The opportunity.
After experiencing considerable growth in its hometown market, Kikui Farms felt primed to expand its organic product sinto the national retail space. They created a master distribution plan, targeting all the right markets. Now the question became: how would they get their name in front of the right organic product loving consumers?
The outcome.
As a trusted partner for Kikui Farms’s initial launch, Cone Interactive was re-engaged by the company to design and lead a national digital brand activation campaign. Cone Interactive aligned the leadership team on a dual strategy that would engage target audiences using a dynamic ad campaign, a compelling offer, and a community of influencers.
Strategy
We began by gathering insights on organic products, particularly how it’s perceived by consumers today. We identified opportunities, along with our target audience, dividing it into three unique sets based on their access to organic products.
We developed a social media communication strategy around Kikui Farms’s key point of differentiation: fully organic products. From creative ads to a landing page with a buy-one-get-one offer, we aimed to drive engagement with eye-catching visual content that also highlighted the brand’s value prop.
We worked with a group of influencers to be featured with a Q-and-A style interview. This allowed us to tap into the influencers’ social networks, promote diverse content through social ads, and have an alternative method for engaging our key audience sets.
