2021
MY SOIL, MY WEALTH
KVUNO SOIL LABS
BACKGROUND
Smallholder farmers in Southern Africa are plagued with poor soil quality and low yields due to misinformation and poor soil management. In response, Kvuno launched a new soil testing service called Soil Labs, offering affordable testing to farmers in Zambia and Mozambique. Kvuno approached Motakie to create an activation campaign that raises brand awareness and educates farmers on best practices.
STRATEGY
Motakie worked closely with Kvuno to develop a multimedia campaign raising brand awareness and encouraging the adoption of Good Agricultural Practices (GAPs). We created the slogan "My soil, my wealth" to personalise the campaign and foster a sense of ownership among farmers. We prioritised making the campaign entertaining and engaging to ensure message retention and encourage action despite the target audience's low literacy levels. This approach included a jingle, a pre-recorded skit in the local language, field days with soil testing demonstrations and a radio competition to broaden the campaign's reach and strengthen its impact.
OUTCOMES
Motakie created an array of promotional materials for the campaign, including exhibition stands, banners, corporate brochures and storybooks translated into local languages. This comprehensive marketing collateral was instrumental in establishing a distinct brand identity for Soil Labs and increasing awareness about the importance of soil testing and Good Agricultural Practices (GAPs). The campaign yielded successful outcomes, with the targeted farmers improving farming practices and an influx of new clients beyond the targeted areas. In the first year after the launch, over 4200 soil tests were conducted in Zambia alone, underscoring the campaign's success in achieving its goals.
SERVICES
Concept Development Campaign Strategy & Development Copywriting Collateral Design