Farm Credit Services of America Cash-Back Dividends Campaign
Farm Credit Services of America (FCSAmerica) is a financial cooperative and the leading ag lender in the country. As input costs squeezed farm margins, we helped prove the power of their cash-back dividend program — pairing real customer stories with data-driven messaging to give farmers the confidence to keep investing in their operations.
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328%year-over-year increase in landing page traffic
- Golden ARC Award
- PRSA IA PRIME Award
- PRSA NE Paper Anvil Award
PROVE THE VALUE OF CASH-BACK DIVIDENDS
As rising input costs squeezed farms margins, financing decisions of any kind carried more weight for farmers and ranchers. Cash-back dividends weren’t a new benefit for FCSAmerica customers — but with confidence in short supply, we knew the program needed to do more than exist. It needed to be the reason customers moved forward.
THE MATH AND THE MEANING
Primary research told us the cost of financing was farmers’ top concern before buying land — but it also told us the real motivation ran deeper than the math. More than half said they wanted to sustain their operation to pass it down to the next generation. FCSAmerica needed to speak to both: the number on the loan and the reason behind it.
REAL VOICES, REAL PROOF
Nobody sells a cooperative’s value better than the people already in it. We built the campaign around authentic testimonials from real FCSAmerica customers, paired with clear, at-a-glance visuals that made a complicated cash-back dividends program easy to understand — fast.
THE POWER OF CASH-BACK DIVIDENDS
A hyper-localized public relations push, customer testimonial content and a refreshed mix of print, display and social carried one consistent message across Iowa, Nebraska, South Dakota and Wyoming:
- One comprehensive, four state-specific and 53 local press releases
- Customer testimonial videos and a 90-second animated explainer
- County- and state-level dividend distribution map
- 10 display and video ad variations across Meta and programmatic
- First-time use of Meta Advantage+ to expand reach and efficiency
STILL PAYING OFF
A research-backed strategy and hyper-local outreach didn’t just hit FCSAmerica’s targets for the year — it blew past every one of them.
- 219% year-over-year increase in earned media placements
- Generated more than 22,450,000 impressions in earned exposure
- 328% year-over-year increase in landing page traffic
- 125% year-over-year increase in average time on page
- 52% year-over-year Meta ad click-through rate increase
-
328%year-over-year increase in landing page traffic
-
219%year-over-year increase in earned media placements
-
22.4M+impressions in earned exposure
PROVE THE VALUE OF CASH-BACK DIVIDENDS
As rising input costs squeezed farms margins, financing decisions of any kind carried more weight for farmers and ranchers. Cash-back dividends weren’t a new benefit for FCSAmerica customers — but with confidence in short supply, we knew the program needed to do more than exist. It needed to be the reason customers moved forward.
THE MATH AND THE MEANING
Primary research told us the cost of financing was farmers’ top concern before buying land — but it also told us the real motivation ran deeper than the math. More than half said they wanted to sustain their operation to pass it down to the next generation. FCSAmerica needed to speak to both: the number on the loan and the reason behind it.
REAL VOICES, REAL PROOF
Nobody sells a cooperative’s value better than the people already in it. We built the campaign around authentic testimonials from real FCSAmerica customers, paired with clear, at-a-glance visuals that made a complicated cash-back dividends program easy to understand — fast.
THE POWER OF CASH-BACK DIVIDENDS
A hyper-localized public relations push, customer testimonial content and a refreshed mix of print, display and social carried one consistent message across Iowa, Nebraska, South Dakota and Wyoming:
- One comprehensive, four state-specific and 53 local press releases
- Customer testimonial videos and a 90-second animated explainer
- County- and state-level dividend distribution map
- 10 display and video ad variations across Meta and programmatic
- First-time use of Meta Advantage+ to expand reach and efficiency
STILL PAYING OFF
A research-backed strategy and hyper-local outreach didn’t just hit FCSAmerica’s targets for the year — it blew past every one of them.
- 219% year-over-year increase in earned media placements
- Generated more than 22,450,000 impressions in earned exposure
- 328% year-over-year increase in landing page traffic
- 125% year-over-year increase in average time on page
- 52% year-over-year Meta ad click-through rate increase
-
328%year-over-year increase in landing page traffic
-
219%year-over-year increase in earned media placements
-
22.4M+impressions in earned exposure