Tata Agrico, a division of Tata Steel, is a leading manufacturer of high-quality agricultural tools and implements in India. Renowned for its durable sickles, shovels, crowbars, and other farming equipment, Tata Agrico serves farmers, gardeners, and agricultural professionals across the country. With a strong brand legacy, Tata Agrico aimed to expand its digital presence, increase brand awareness, and drive online sales through targeted performance marketing and social media strategies.
Tata Agrico partnered with Crawl9 Marketing Solutions to achieve the following goals:
Increase brand visibility among farmers and agricultural stakeholders in rural and semi-urban India.
Drive traffic to the Tata Agrico website and boost e-commerce sales of agricultural tools.
Enhance engagement on social media platforms (Facebook and Instagram) to build a community of loyal customers.
Achieve a high return on ad spend (ROAS) through optimized Google and Facebook ad campaigns.
Crawl9 Marketing Solutions designed a hyper-localized Google Ads strategy to target farmers, agricultural cooperatives, and retailers searching for high-quality tools. The approach included:
Keyword Research: Identified high-intent keywords such as "buy agricultural tools online," "Tata Agrico sickles," and "best farming equipment India." Localized keywords in regional languages (e.g., Hindi, Tamil, Telugu) were used to capture rural audiences.
Campaign Structure:
Search Ads: Targeted users searching for agricultural tools with compelling ad copy highlighting Tata Agrico’s durability and brand trust.
Display Ads: Used visually appealing banners showcasing Tata Agrico products on agriculture-related websites and blogs.
Remarketing: Retargeted website visitors who did not complete a purchase, encouraging them to return and convert.
Geo-Targeting: Focused on key agricultural states like Punjab, Haryana, Uttar Pradesh, Maharashtra, and Andhra Pradesh to maximize relevance.
Budget Optimization: Allocated budgets dynamically based on campaign performance, prioritizing high-performing keywords and regions.
Facebook’s vast user base in India, particularly in rural and semi-urban areas, made it an ideal platform for Tata Agrico’s campaigns. Crawl9 implemented:
Audience Segmentation:
Created custom audiences based on interests like farming, agriculture, and gardening.
Used lookalike audiences to target users similar to Tata Agrico’s existing customers.
Targeted farmers’ cooperatives and agricultural influencers to amplify reach.
Ad Formats:
Carousel Ads: Showcased multiple Tata Agrico products (e.g., sickles, shovels, pickaxes) in a single ad, highlighting features and prices.
Video Ads: Short, engaging videos demonstrated the strength and utility of Tata Agrico tools in real farming scenarios.
Lead Ads: Captured inquiries from farmers and retailers directly through Facebook forms for bulk orders.
Localized Content: Ads featured regional language captions and visuals reflecting local farming practices to resonate with diverse audiences.
A/B Testing: Tested different ad creatives, CTAs, and audience segments to identify the most effective combinations.
Crawl9 managed Tata Agrico’s Facebook and Instagram accounts to build a vibrant online community and reinforce brand loyalty. The social media strategy included:
Content Strategy:
Posted educational content about modern farming techniques and the role of quality tools in boosting productivity.
Shared user-generated content, such as testimonials and photos from farmers using Tata Agrico tools.
Highlighted Tata Agrico’s legacy and commitment to Indian agriculture through storytelling posts.
Engagement Tactics:
Ran contests encouraging farmers to share their farming stories or photos with Tata Agrico tools, offering discounts or free products as prizes.
Responded promptly to comments and messages to foster trust and community.
Collaborated with agricultural influencers and local farming communities to amplify reach.
Festival Campaigns: Launched special campaigns during agricultural festivals like Makar Sankranti and Pongal, offering seasonal discounts and engaging content.
Instagram Reels: Created short, visually appealing Reels showcasing tool usage, DIY gardening tips, and behind-the-scenes manufacturing processes to engage younger audiences.
The performance marketing and social media campaigns ran for six months, delivering impressive outcomes:
Google Ads:
Achieved a 4.5x ROAS, with every ₹1 spent generating ₹4.5 in revenue.
Drove 150,000+ website visits, with 60% from rural and semi-urban regions.
Increased online sales by 35% compared to the previous six months.
Remarketing campaigns resulted in a 20% conversion rate among returning visitors.
Facebook Ads:
Generated 2.5 million impressions and 120,000 link clicks to the Tata Agrico website.
Achieved a 3.8x ROAS, with video ads outperforming other formats by 25%.
Collected 5,000+ leads through lead ads, with 30% converting into bulk orders.
Lookalike audiences contributed to a 15% increase in new customer acquisitions.
Social Media Marketing:
Grew Facebook followers by 40% (from 50,000 to 70,000) and Instagram followers by 50% (from 20,000 to 30,000).
Achieved an average engagement rate of 5.2% on Facebook and 6.8% on Instagram, surpassing industry benchmarks.
Contest campaigns garnered 10,000+ entries, boosting brand visibility and user-generated content.
Festival campaigns drove a 25% spike in website traffic and a 15% increase in sales during peak periods.
Localization is Critical: Tailoring ads and content to regional languages and cultural contexts significantly improved engagement and conversions.
Video Content Drives Engagement: Short, relatable videos showcasing product usage resonated strongly with the target audience.
Community Building Enhances Loyalty: Engaging farmers through contests, testimonials, and prompt responses fostered a sense of belonging and trust.
Data-Driven Optimization: Continuous A/B testing and budget reallocation ensured maximum ROI across campaigns.