Case studies / B2B brand campaign · Best Brand Campaign, The Drum Awards B2B
Rivulis
An award-winning B2B brand campaign for farmers, in a category that had never tried branding. Winner of Best Brand Campaign at The Drum Awards B2B.
The business problem: the world’s second-largest drip-irrigation maker was invisible to the farmers who use its product.
The second-largest drip-irrigation maker in the world. To the farmers who use it, the brand did not exist.
Six years old, assembled from mergers and an ownership change, with sixteen factories and sales in almost every country. Every piece of marketing in the sector, theirs and every competitor’s, was product or technical. Most of what they manufacture is black tube, and black tube does not build loyalty.
You can’t brand black tube. You can stand with the people who lay it.
Farmers have no patience for hype. What they respond to is someone who understands what the job costs them. The brand had to be built on solidarity, not specification.
Build brand equity with farmers directly. Not distributors, not the trade.
Proud of the product but humble about it. Authentic, aspirational, with light humour. No call to action anywhere: a brand campaign, measured as one. The centrepiece was a 2:26 brand film made for farmers, distributed on the social channels they actually use.
A 2:26 film, and a second one the audience made themselves.
After the film, farmers around the world began sending photographs of themselves with a hand raised. Nobody asked them to. Those photographs became a second film, cut from the audience’s own material and put back in front of the people who had watched the first.
Best Brand Campaign, The Drum Awards B2B.
A long film most people said would be too long to work held nearly half its LinkedIn audience to the end, reached millions of viewers, and won Best Brand Campaign at The Drum Awards B2B 2020.
“This gave the whole campaign the viral social closure that gave us the Drum Award for the best B2B brand campaign of 2020.”
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