CropBioLife

When we started working with CropBioLife, their marketing had been handled by a rotating mix of people over the years, with no single strategy or voice tying it together. Our brief from the outset was to take on their marketing in full, and the first major piece of work was a complete rebuild of their website. From there we built a consistent look and message across every channel, grounded in what their product does: helping plants take up nutrients more efficiently.

Five years on, we manage all of CropBioLife's marketing, including social media, email marketing and automations, copywriting, graphic design, packaging design, ad management, public relations and award submissions. In that time their lead base has grown, their awareness has extended internationally, and the business now presents in a way that reflects its 18 years in operation. Alongside the ongoing marketing, we've built tools to support their sales reps, including an application rate calculator that brings the rates from all of their product flyers into one place.

CropBioLife started in Australia. It now sells into India, North America, Fiji, Singapore, China, Greece, the UAE and parts of Africa. The product does not change. Almost everything around it does.

Terminology shifts. Regulations govern what a label is allowed to claim, and those rules are different in every jurisdiction. A grower in India does not think about a product like this the way a grower in Greece does, and neither of them thinks about it the way an Australian broadacre farmer does. Each market needs the same product positioned in its own language, against its own assumptions, inside its own rules.

We work alongside the local teams in each region rather than pushing one set of assets outward and hoping they land. It is slower. It is also the only version that actually works.