Social Media Growth Strategy for the Ohio Soybean Council
McCracken collaborated with the Ohio Soybean Council to design and implement a paid social media campaign aimed at increasing followers, particularly among younger soybean farmers. This creative content approach focused on leveraging trending content themes like AI and humor, resulting in impressive audience growth and engagement on Facebook and Instagram.
SOCIAL MEDIA STRATEGY • CREATIVE CONCEPTING & DEVELOPMENT • CAMPAIGN MANAGEMENT
About
Ohio Soybean Council represents soybean farmers in Ohio, focusing on initiatives that promote the industry, advance farming practices, and enhance market opportunities.

The Challenge
While the Ohio Soybean Council’s organic social media content was resonating with existing audiences, its reach was limited. They wanted to specifically direct efforts toward increasing their social media followers and engaging with a younger farmer demographic who may be unfamiliar with the checkoff program.
The Solution
McCracken developed a paid social media strategy tailored to young Ohio soybean farmers. By introducing new content pillars centered on trending themes like AI and humor, McCracken created a social media campaign intentionally different from its traditional organic content.
Implementation
McCracken crafted a two-phase content strategy combining trending topics with agriculture-related messaging. Weekly ad spend targeted custom audiences of Ohio farmers. During the second phase, ad creative was refreshed to maintain audience interest, and ad optimizations were made throughout based on performance insights.