How we helped a global food provider communicate more directly with Australian farmers using Salesforce Marketing Cloud (SFMC).
Summary
- Enhance communication of market conditions between Cargill and farmers
- Allow Cargill Australia to send targeted, personalised messages to its contact database
- Tailored customer journey mapping designed to fit the business requirements for all subscribers
- Integration of new personalised, direct communications capabilities
- Managed and authenticated a subscriber list of over 50,000 contacts
The challenge
Cargill Australia have a large database of contacts in Salesforce Marketing Cloud who they regularly send emails and text messages regarding crop pricing and market conditions. Without SFMC enabled marketing automation, they could not create and send personalised emails to key stakeholders and customers at scale.
The solution
We partnered with Cargill Australia to help build customer journeys and campaigns for all existing contacts within their database. This included designing interactive email campaigns containing cloud hosted crop surveys that were able to deliver data to Cargill Australia regarding estimated crop sizes and harvest dates. Collated data was able to drive campaigns that contained useful and timely information sent in alignment with crop harvesting and growth cycles. This data could then be utilised by farmers to better manage their crop.
Increased efficiency in communications has been beneficial for both Cargill Australia and their contacts as they now have access to important agricultural data when they need it most.
Through the utilisation of crop survey emails, we were also able to authenticate Cargill Australia’s contact database to ensure that all customer data was accurate and clean.
Our partnership with Cargill Australia empowered their team to utilise SFMC to map out custom journeys and campaigns for their entire contact base self-sufficiently.
The project referenced in this case study was delivered by Unico, which CGI acquired in March 2022.
