The Farm Must Go On

Virtual Benefit Concert

 
 

BUSINESS OBJECTIVE
Host a virtual country music concert to celebrate the resiliency of farmers and increase perception of John Deere as a purpose-driven brand.

The nonprofit beneficiary, Farm Rescue, provides equipment and labor to support farmers whose operations have been interrupted by medical hardship or natural disaster.

STRATEGY
You can never push pause on a farm. John Deere & Farm Rescue are harnessing the power of music to help farmers navigate their new challenge: recovery.

AWARDS

  • Digiday - Best Agency/Client Collaboration

  • Shorty Awards - Finalist in YouTube, Music & Dance; Bronze Distinction in Call to Action; Audience Honor in YouTube

  • PR Week - Finalist in Best in B2B

  • ANA - Best Event Marketing Campaign, B2B

  • PRSA - Silver Anvil Finalist

RESULTS

  • Raised $280k for Farm Rescue

  • Increase in Farm Rescue volunteer applications

  • Favorability for the event and the John Deere brand was +20 points higher among attendees.

  • Farm Rescue favorability improved +10% following the concert