Why is this work relevant for PR?

GrainPro’s company vision is a world free from hunger. In Stories from the Field, a campaign by GrainPro, farmers from developing countries show how in sharing their harvest to the world, they uplift both their own lives and the communities they are a part of.

Background

The video campaign covered three communities with compelling narratives, specifically: the Solomon Islands, Guatemala and Rwanda. Other areas that the GrainPro campaign will cover include: Asia/Oceana: India, Thailand, Indonesia, Philippines, Papua New Guinea Africa: Nigeria, Kenya, Ivory Coast, Ethiopia LatAm: Brazil, Colombia, Peru, Mexico Stories from the Field aims to show the concrete steps that GrainPro is taking to help solve post-harvest challenges through innovative solutions.

Describe the creative idea (20% of vote)

Instead of focusing on product promotion, Stories from the Field gathered real-life accounts from the communities who can store and distribute their harvests more effectively because of GrainPro’s hermetic technology.

Describe the strategy (30% of vote)

GrainPro chose Facebook as their primary channel to push for a wider reach. They chose video as their medium to give the communities a chance to tell their stories themselves. In addition, the campaign also used outbound marketing activities such as tradeshows and events to reach out to other organizations and possible interested investors. Finally, while the focus often falls on innovative product technology, GrainPro instead chose to highlight their advocacy: steps towards a hunger-free world through opportunities for growth for farmers, traders, and their employees.

Describe the execution (20% of vote)

To identify the stories relevant to the campaign, GrainPro’s division and regional managers partnered with local distributors and the farming communities. From there, interviews with these communities were conducted, which then allowed for the development of a storyboard that centered on themes of empowerment, legacy, and community-wide job opportunities.

List the results (30% of vote) – must include at least two of the following tiers:

The first video from Stories from the Field was launched in November 2018, followed by the second and third videos in April and July 2019. Over a 4-month period, GrainPro’s website activity increased by 62.1% (from 12,310 to 19,951 sessions). The number of inquiries on the website rose by 127.81% (190 vs. 426); and their social media platforms (mostly Facebook) generated 218% more traffic than before. The three campaign videos were posted on Facebook and have gathered 145k views and counting. As of August 10, there are about 1,329 reactions with 158 shares in total.