Case study

Ohio Soybean Council Social Media Follower Campaign

Brand & design
Digital media
Social media

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.

At a glance

Client: Ohio Soybean Council
Services: Social Media Strategy, Creative Concepting & Development, Campaign Management

About the organization

Ohio Soybean Council represents soybean farmers in Ohio, focusing on initiatives that promote the industry, advance farming practices, and enhance market opportunities.

Ohio Soybean Council case study photograph

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

How the work ran

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.

Results