Film and photo production to create awareness and attraction for the whole Lantmännen Group.
Film and photo production to create awareness and attraction for the whole Lantmännen Group.
About the case
Brief:
Longer films to strengthen awareness of each division within Lantmännen together with deliveries of raw files, photographs and shorter social media versions.
We did:
Concept & content
Channel & distribution
Numbers:
The challenge
Lantmännen had a need to produce more content in order to create awareness and attraction for the whole Lantmännen Group as a potential employer. Therefore, Keeparo was commissioned to create an employer branding movie showcasing the organization from farm to fork, across their various sectors and business areas: Lantmännen Agriculture, Lantmännen Cerealia, Lantmännen Energy (Biorefineries), Lantmännen Unibake and Swecon.
Since it was some time ago that Lantmännen last did a more extensive photo and film production, the use of existing material was to some extent limited. This, combined with the fact that Lantmännen saw the need for general content that can be used as a basis for, as an example, posts for social media and in future films, meant that a new production was highly valued.
Up-to-date content
With the new production, we have produced six one-minute long movies. These have then been divided by company/division and also been broken down into several social media versions. In addition to the films, the production has generated a large amount of moving material and still images per division within Lantmännen. To make it possible for Lantmännen to handle the material themselves and use it on their own, all raw files have been cut, edited and categorized.
When all the material was ready, a campaign was launched during the winter of 2022/2023 and the spring 2023. Over 1 million candidates were reached by the campaign up to three times each.
The purpose of the campaign was to activate the new videos and increase the awareness of Lantmännen and their divisions even more - the content strategy proved to be strong and the campaign performed well with 15% lower cost compared to the benchmark. This is what enabled the many unique views and that we reached each unique person almost three times.
