In my role at Forever Green, I headed up marketing campaign for the KP-4 Hemp Cutter, creating and directing multimedia content for it across channels. So far I have created a youtube spot, a radio ad, and overhauled the website, with an expanded social campaign to soon follow.
A main aspect of this campaign was the production of a captivating YouTube spot, where I carefully edited visuals to complement a condensed narrative hihglighting the unique features and benefits of the KP-4. Through research and collaboration with the client, I ensured every second of the half minute spot showcased the unique value of this unique piece of harvesting equipment — equipment that really may have the ability to revolutionize the hemp farming space.
For the voice talent in the radio spot, we made a strategic decision by bringing in John Titus, a seasoned professional known for his work on John Deere ads. This choice added credibility and familiarity to the campaign, establishing a connection with the agricultural community. Furthermore, to evoke a sense of authenticity and resonance with our target demographic of farmers, we opted for folksy rock and roll music. The result was an on-brand advertisement that not only met but exceeded the client's expectations, successfully capturing the essence of the KP-4 Hemp Cutter for the target audience.
I also took charge of creating a radio spot that would amplify the campaign's reach. Leveraging the v/o from John Titus, I edited it into a version that worked without visuals.
I revamped the KP-4’s website presence with a strategic overhaul to align the platform with the campaign's messaging and enhance user experience. The redesigned website became an engaging resource championing the benefits of the KP-4’s features, advanced blade system, integrated harvesting technology, sturdy construction, and cost-effective reliability.
Collaboration was a cornerstone of this project, and working closely with the client was instrumental in ensuring that their vision and goals were fully integrated into the campaign. Through close communication and feedback sessions, we fine-tuned campaign’s identity to resonate with the target audience.