)( Overview )
In 2024, Bayer Crop Science set out to reimagine how Black Friday could work for agribusiness. Rather than treating it as a standalone promotion, the brand saw an opportunity to build a unified, strategic platform that could engage rural producers more meaningfully. AgroFriday was born—a new positioning that transformed a traditionally retail-focused moment into a consistent, multichannel journey tailored for farmers. By aligning Bayer’s commercial team, distributors, and partners under one powerful narrative, AgroFriday created a value-driven campaign that spoke directly to the needs and rhythms of agricultural life.
( Capabilities )
Strategy
Creativity
CRM
Paid Media
Influencer Marketing
(01)
(04)
Challenge
In previous years, Bayer’s Black Friday efforts in agribusiness were fragmented across different campaigns, channels, and distributors, resulting in a diluted message and limited engagement. The challenge for 2024 was to create a unified, compelling, and scalable narrative that stood out in a highly competitive environment. We needed to drive farmer participation across different crop cycles while simplifying a complex promotional mechanism that included product purchases, point accumulation, and timed redemptions with discounts of up to 80%.
Our approach
We launched AgroFriday as a two-phase campaign designed to drive early engagement and maximize conversions.
The first phase (September–October) incentivized early purchases through boosted point accumulation and added cashback. The second phase (November) focused on creating urgency, allowing farmers to redeem those points during Black Friday for discounts of up to 80%. The campaign journey combined intelligent segmentation with a multichannel strategy: personalized CRM outreach (52 emails, 8 SMS, and WhatsApp activations), educational content (eBooks and YouTube videos), a strong social media presence (86 posts, 56 influencer activations, live social commerce), paid media (1.4 million display impressions), and in-field support from RTVs and distributor partners acting as campaign ambassadors. This hybrid approach balanced digital precision with local trust, making AgroFriday both impactful and culturally relevant in the agribusiness space.
Impact
This campaign didn’t just streamline Bayer’s promotional efforts—it set a new benchmark for how commercial, digital, and field strategies can come together to form one cohesive and high-impact ecosystem.
At a business level, we organically achieved:
R$91M in incremental revenue
+20% increase in product/service redemptions
43.5% of previously inactive customers reactivated
Work Library
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Derechos con Voz (Rights with a Voice) is a campaign created by The Juju for Amnesty International, aimed at bringing its message closer to Latin America’s younger generations through music on TikTok and Instagram.
The initiative invited emerging artists to compose original songs — up to 60 seconds long — inspired by human rights, delivering the message through the formats, platforms, and language young people engage with today.
Derechos con Voz (Rights with a Voice) is a campaign created by The Juju for Amnesty International, aimed at bringing its message closer to Latin America’s younger generations through music on TikTok and Instagram.
The initiative invited emerging artists to compose original songs — up to 60 seconds long — inspired by human rights, delivering the message through the formats, platforms, and language young people engage with today.
Told by
( Perú )
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When we lose someone, their voice becomes one of the most powerful memories we hold. Listening to a voice note brings back presence, warmth, and the fear of losing it forever.
That’s why Victoria invited people to preserve the voices of those they miss. Through a WhatsApp submission, messages were remastered and saved in personalized Spotify playlists. Then came a final tribute: each voice was turned into a scannable necklace — a soundwave transformed into a wearable memory, delivered in a keepsake box crafted by Victoria.
In a country where remembrance is a celebration, Victoria transformed a digital habit into a new ritual of memory — one that is heartfelt, human, and lasting.
When we lose someone, their voice becomes one of the most powerful memories we hold. Listening to a voice note brings back presence, warmth, and the fear of losing it forever.
That’s why Victoria invited people to preserve the voices of those they miss. Through a WhatsApp submission, messages were remastered and saved in personalized Spotify playlists. Then came a final tribute: each voice was turned into a scannable necklace — a soundwave transformed into a wearable memory, delivered in a keepsake box crafted by Victoria.
In a country where remembrance is a celebration, Victoria transformed a digital habit into a new ritual of memory — one that is heartfelt, human, and lasting.
Told by
( Mexico )
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NotCo is a company on a clear mission: to reinvent the food industry, one bite at a time. Powered by Giuseppe, its proprietary AI, NotCo reimagines animal-based products using the finest plant-based ingredients, making them not only delicious but also far more sustainable than traditional alternatives.
NotCo is a company on a clear mission: to reinvent the food industry, one bite at a time. Powered by Giuseppe, its proprietary AI, NotCo reimagines animal-based products using the finest plant-based ingredients, making them not only delicious but also far more sustainable than traditional alternatives.
Told by
( Argentina )
( Mexico )
