We are delighted to present the recent updates from the Collaborative Seed Programme’s sales campaign, a collaborative initiative led by the Seed Company Marketing and Promotion Topic in partnership with Boom Seeds Limited. The primary objective of this campaign was to empower farmers and boost the sales of high-quality seeds of improved varieties while also increasing brand awareness and visibility for individual seed companies.
Targeting the Right Audience
The campaign focused on key locations in Nigeria, namely Kano, Kaduna, Lagos, and the Federal Capital Territory. Remarkably, Kano State emerged as the top performer, engaging an impressive 41,729 individuals, closely followed by Kaduna State with 7,472 individuals. The 18-24 age group showed significant engagement, with 17,104 males and 3,824 females actively participating, while the 25-34 age group closely followed with 17,280 males and 1,472 females.
The 18-34 age group, being highly active on social media, consists of individuals directly involved in farming or who have connections within the agricultural sector. The older 35-65+ age group, who are the major actors within Nigerian agriculture, prefers diverse channels – such as farmers’ markets and specialized stores, for agricultural products.
It was apparent from the campaign that women’s involvement in seed promotion and production is fairly significant and needs targeted initiatives to enhance their empowerment within the seed industry.
A Successful Engagement Strategy
The campaign successfully reached specific demographics within the agricultural industry, including seed companies, farms, agribusiness, NGOs, agronomists, research institutions, and more. The promotion centered on rice, maize, and sorghum varieties, aligning with the current market demand. Among the showcased varieties, Faro 44 and Faro 54 rice varieties received the highest number of requests, indicating a promising demand for these quality seeds.
A Cost-Effective Campaign
Despite a modest advertising budget of only $15.01 (approximately ₦6994 as of June 2023), the campaign generated ₦437,700.00 in revenue from the combined sale of 534 kg of rice, maize, sorghum, and soybean seeds. The return on investment was an impressive 61%, demonstrating the effectiveness of social media platforms in connecting smallholder seed companies, farmers, and potential customers online. With as little as ₦5,000, businesses can reach over 2,000 potential customers.
Metrics That Validate Success
Throughout the campaign, performance metrics were diligently monitored, providing valuable insights into the campaign’s progress. With a total reach of 49,553 individuals, the campaign generated 274 message requests, achieved 72,992 post impressions, and had 874 individuals actively engaging with the content. These impressive figures validate the positive response and active audience participation, validating the effectiveness of social media in promoting and marketing improved seed varieties.
Seeds for a Sustainable Future
The Collaborative Seed Programme’s social media campaign showcased the immense potential of social media in driving sales and promoting agricultural innovations. Additionally, it shed light on the significance of female participation in the agricultural sector. To capitalize on this opportunity, the program is implementing initiatives to leverage women’s expertise for sustainable growth and innovation within the Nigerian seed industry.
As we move forward, we can promote actions to create a sustainable and thriving future for agriculture in Nigeria. Together, we can nurture the growth of high-quality seeds and empower farmers to propel the nation’s agricultural landscape to new heights.
