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Case Study · Thailand's Leading Fertilizer Brand

MongkutFertilizerPrecision Media Buying & Data-Driven Success in Agriculture

Fertilizer for Thai farmers nationwide, crop by crop — a full-funnel campaign across Facebook, TikTok, YouTube, Google and LINE that reached nearly 16 million people and beat its KPI on every measure.

  • 15.9MPeople reached
  • 3.1MEngagements
  • 2,605Leads

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The Brief

Extend reach among Thai farmers nationwide and build their confidence, reinforcing “Mongkut Fertilizer” as a friendly expert, always at farmers' side and ready to help — with the challenge of driving engagement and growing the number of prospective customers (Lead Generation) through digital channels by leaps and bounds.

Client
Mongkut Fertilizer (ปุ๋ยตรามงกุฎ)
Category
Agriculture & Fertilizer
Campaign Objective
Build awareness of, and confidence in, the Mongkut Fertilizer brand, with the goals of growing its followers, widening its base of new customers (Lead Generation) and driving visits to its website to collect consumer data for further marketing.

The Challenge & Strategy

Data-DrivenMediaExecution

The challenge in agriculture is that the audience worries about know-how, and about choosing products that could affect their crops. So our strategy focused on “Data-Driven Media Execution”: rather than simply scattering ads, we used an “Intent Funnel” technique to filter for farmers with high purchase intent, combined with ads tuned to the planting calendar (Crop-Focused Ideation) — serving each fertilizer formula to the crop it suits (rice, corn, cassava, palm and more) at the most precise moment.

Intent Funnel

  1. 01

    Reach

    Farmers nationwide, targeted by interest — a campaign for each crop, timed to its planting calendar

    • Rice
    • Corn
    • Cassava
    • Palm
    • and more
  2. 02

    Intent

    Demand caught through search and display

    • Google Search (SEM)
    • Google Display Network (GDN)
  3. 03

    Visit

    Website visitors, recorded product page by product page

    • Website Visitors
  4. 04

    Retarget

    Visitors turned into audiences, and followed up with ads

    • Custom Audience
    • Lookalike Audience
  5. 05

    Lead

    Genuinely interested farmers' details, straight into the brand's CRM

    • Facebook Lead Ads
    • CRM

The Execution

Campaigns run through a full-funnel media operations structure across Facebook, TikTok, YouTube, Google (SEM/GDN) and LINE, combining an “Intent Funnel” strategy that filters audiences by their level of interest with AI-Assisted Optimization technology that re-allocates the budget, in real time, to the ads and audiences delivering the best results.

Execution & Rollout (Media & Ads Ops Focus)

We designed an intricate cross-platform media buying structure for the greatest efficiency at every touchpoint:

  • Facebook
  • TikTok
  • YouTube
  • Google
  • LINE
01

Dynamic Targeting & Retargeting

A campaign structure divided by crop, catching farmers' demand through Google Search (SEM) and the Google Display Network (GDN) — and the data of the people who had visited the website (Website Visitors), product page by product page, turned into Custom Audiences and Lookalike Audiences for retargeting that prompts a decision.

02

AI-Assisted Budget Optimization

AI technology applied to help analyse and re-allocate the budget between target audiences in real time — putting the money into the groups delivering the best performance at the most cost-effective price.

  1. Interest-Based
  2. Keyword
  3. Custom Audience
  4. Lookalike Audience
03

Lead Generation & Conversion Setup

Facebook Lead Ads campaigns set up specifically to collect the details of genuinely interested farmers, with an evaluation structure through a CRM system — so the brand can take the data further and close sales seamlessly.

Agency Value Delivered

This work reaffirms the agency's ability to run Media & Ads Operations at a national scale:

  1. 53,058,653Impressions
    +67.38%
  2. 15,991,381Reach
    +45.76%
  3. 3,174,278Engagements
    +219.02%
  4. 2,605Leads generated
    +261.81%
Agile & Precise Media ExecutionA flexible bidding-strategy structure and a data-driven way of working let the campaign adapt quickly to shifts in consumer behaviour, while precise targeting by interest-based behaviour and by keyword made every baht of the budget count.
Unprecedented Overachievement (Measured Outcomes)

The campaign broke through its targets on every indicator (KPIs):

  • Impressions: 53,058,653 (+67.38% over KPI)
  • Reach: 15,991,381 people (+45.76% over KPI)
  • Engagements: 3,174,278 (+219.02% over KPI)
  • Leads generated: 2,605 (+261.81% over KPI)

The success in these statistics is proof of a strong, effective media strategy, and of a real focus on tangible business results.

Key to Success

Fast.Precise.Measured.

We proved our expertise in running advertising media with speed (Fast) and precise, in-depth targeting (Precise), so the campaign delivered measurable results (Measured): an ad reach of nearly 16 million people, and engagements 219.02% over KPI — confirming the success of truly data-driven media execution.

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