Objective
Farmer Lead Generation
Large Scale Farmer Lead Generation Across Multiple Regions
Brand Position and Momentum
Pioneer, a global seed brand under Corteva, works extensively with farmers across diverse regions in India. Lead generation for such a category requires strong geographic accuracy, alignment with crop cycles, and coordination across multiple locations.
The focus of this engagement was to generate farmer leads that could be directly utilised by regional sales and field teams.
Execution needed to scale without compromising accuracy
The campaign needed to deliver farmer leads across a wide geographic footprint while maintaining control over targeting and lead quality.
Key requirements included:
• Coverage across more than 600 pin codes
• Simultaneous management of multiple campaigns
• Alignment with regional crop relevance
• Clean and usable lead data for on ground teams
A fresh, methodical approach was required to move forward.
01
Campaign Setup and Structure
We planned and managed approximately 50 ad campaigns simultaneously, each configured based on:
• Crop specific requirements
• Regional and pin code level targeting
• Independent budget allocation for better control
This structure allowed flexibility and real time optimisation across regions.
02
Geo Targeting and Audience Selection
Targeting was designed to focus on:
• Active farming regions
• Rural audiences relevant to the campaign objectives
• Exclusion of non serviceable or non relevant locations
This ensured that leads generated were aligned with operational needs.
03
Lead Management and Optimisation
Throughout the campaign duration:
• Lead quality was monitored regularly
• Underperforming locations were refined or paused
• High performing regions were scaled progressively
Leads were organised region wise to support seamless follow up by sales teams.
04
Continuous Performance Control
Campaigns were actively monitored to:
• Scale pin codes delivering efficient installs
• Pause underperforming locations quickly
• Control CPI without sacrificing volume
Optimisation decisions were driven by install quality, not just volume.
4,000+ farmer leads generated
Coverage across 600+ pin codes
Delivery period of approximately 1.5 months
Why This Outcome Matters
This was not a visibility campaign.
It was a precision The campaign enabled Pioneer’s teams to:
• Receive region specific and actionable leads
• Maintain visibility at pin code and campaign level
• Replicate the framework for future regional and seasonal initiativesgrowth exercise.
• Installs came from serviceable locations only
• Marketing spend remained efficient
• App adoption grew where operations could support demand
