THE PROBLEM

POET is the world’s leading biofuel producer based in Sioux Falls, South Dakota. Unfortunately, their competitors in traditional energies have been able to manipulate organic search by planting misleading information about the negative effects of biofuels on a car’s engine. In order to penetrate the U.S. fuel market, our client needed to appeal to the household decision maker (women)  and the noise maker (Millennials). 

Organic search was cluttered with outdated, negative, and false articles about biofuels and their social platforms were relatively quiet with little to no post engagement and growth.

The written materials did not include any SEO and were only being posted on the company website or within their social feeds. The content being created and posted on each of the social platforms did not speak to the correct targeted demographic and wasn't created in a way to optimize the users browsing habits on each individual platform. "What works on one, may not work on another."

THE SOLUTION

After concluding the discovery phase where Stafford analyzed the problem, studied competitor tactics, executed polling, conducted interviews, and did in-depth research, we were able to create and develop a strategy to push the negative content deeper within organic search and to replace it with easy to search and digest,  pro-biofuel articles and blogs written by the Stafford team, and shared via social platforms targeted at our key demographics.

The social platforms and produced content were rebranded and targeted to each platforms' specific user type and demographic. We orchestrated collaborations with influencers who had an ability to reach our target demographics through their posted content. Lastly, the Stafford team took a very proactive approach with Poet's social media with daily posts, shares, and comment encouragement and responses.

By teaming up with very specific and targeted influencers we were able to drive consistent traffic, engagements, and growth.

We concepted, scripted, and produced a variety of highly stylized online videos and distributed them to their target audiences via social media as well as through our mobile distribution network into over 60,000 apps.

CAMPAIGN HIGHLIGHTS

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15 MO. GROWTH RATES

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