Working with Bayer Crop Science to Building stakeholder trust through thought leadership

Case study: Bayer Crop Science

Introduction

As one of the biggest global players in agriculture, Bayer Crop Science plays a key role in the food supply chain. In Asia Pacific, Bayer has continuously invested in efforts to support farmers,customers, dealers, and other stakeholders in the region.

Challenge

Key competitors were also investing in similar efforts to attract and engage customers and farmers. Bayer Crop Science needed a clear ‘voice’ to stand out from the crowd and build trust with stakeholders as a partner and workplace of choice.

The global LinkedIn page was shared with other Bayer divisions including Pharmaceuticals. This meant the Crop Science team was also competing internally to secure airtime on their owned channels. Inevitably, this led to low volume and low relevance for APAC content.

Services

  • Thought Leadership
  • LinkedIn Strategy & Execution
  • Performance-driven content

Research has consistently shown that visible leaders can positively influence brand perception and buying behaviours. We worked closely with the Bayer Crop Science team to develop a robust thought leadership strategy for the APAC Regional Head’s LinkedIn.We took their passion points and aligned them with core business priorities. This ensured the content was true to their personal voice and perspectives while delivering key business messaging. To ensure an engaged audience, we actively manage incoming connection requests and make recommendations for new connections. This allows us to shape the audience over time to keep it in synch with changing business priorities.

Impact

  • 2.7xincrease infollowers
  • 588 new APAC connections
  • 5x higher engagement than the industry average (11.2% vs 2% benchmark)