Main Challenge
The challenge was to combat a declining interest among young people in agriculture and forestry careers. The sector had a significant reputation problem, often seen as outdated and unattractive to and by younger generations. This posed a significant risk to Sweden's long-term sustainability goals and the vitality of its agriculture and forestry industry. LRF needed to modernize the perception of these industries and inspire young people to consider careers in these areas. They also had to reach a tech-savvy and younger "internet audience" with engaging and compelling communication.
Key Metrics
90% reach among all Swedish 13-17-year-olds
10% more school applications (2017 to 2018)
10/10 Meta Content Relevance Score
Success & Execution
The Mission
Agriculture, forestry, and sustainable development are crucial keys for the government to achieve its climate and environmental goals—and the foundation for a sustainable society. The industry faces a major challenge; a lack of workforce among the younger generation.
During our 3-year collaboration with Lantbrukarnas Riksförbund (LRF), our goal was to modernize the industry by strengthening communication, knowledge, and appeal for a green career.
The mission was to communicate LRF's initiative "Jobba Grönt" and increase the number of applications to Swedish agriculture and forestry schools. Therefore, the task was to attract new target groups, primarily focusing on prospective high school and college students, which was reinforced through a distribution strategy that included several channels, including the highly successful YouTube series: The Green Challenge.
Method
Creation of a digital concept
Customer journey strategy
Influencer marketing
Production and post-production
Multi-channel media distribution
Measurement
Concept
The purpose of the communication was to positively represent the agriculture and forestry industry with an uplifting perspective. The ambition was to eliminate stereotypes and prejudices that might exist and instead advocate for the opportunities within the industry. The idea was to produce an entertainment series on YouTube, called The Green Challenge, together with some of Sweden’s biggest influencers. Together and against each other, they competed in a series of mini-challenges, all aimed at educating about the agriculture and forestry industry.
Influencer Collaboration
To attract the younger and, in many ways, more critical audience, YouTube became the obvious choice as the main channel. Additionally, it was important to tie it all together by choosing trustworthy and charismatic influencers who would suit the target audience and the unique interest segment.
Production
A three-day production took place at Öknaskolan outside Stockholm. The project involved everything from scriptwriting, filming, and logistics for over 50 people involved, as well as handling technical equipment. The result was five longer video episodes specifically tailored for YouTube, and over 30 unique ads tailored for Facebook, Instagram, and Snapchat.
Distribution
Facebook, Instagram, Snapchat, and YouTube were used to ensure delivery at every step of the customer journey. For maximum audience reach, all influencers also contributed communication highlighting the video series The Green Challenge through their official accounts. During the campaign period, the focus was on conversion, with the main goal of driving video views for the YouTube series. Additionally, engagement data from the campaign period was collected and then strategically used throughout the year to further communicate agriculture, forestry, machinery/technology, and zoology to drive relevant traffic to the application page.