CONTEXT

Recognizing the Drought

Monsanto, a multi-national agrochemical and agricultural biotechnology corporation, had recognized the power of digital to shape preference but needed a channel strategy as well as plan to develop the capabilities and tools required to manage content and communication across a broad set of channels globally. The company brought Prophet on board to provide that digital channel expertise, with the end goal of promoting their products and services.

INSIGHT

Getting Under the Hood

Although Monsanto initially set out to use digital channels to communicate the value it offers customers, research pointed to a much greater need and aligned opportunity: Use digital channels to reshape the Monsanto story in the hearts and minds of farmers and societies around the world.

SOLUTION

Elevating the Story

To set Monsanto up to successfully start to reshape its story, we developed a detailed channel ecosystem strategy grounded in digital user profiles and digital experience maps for each of Monsanto’s key audiences. Recommendations were further tailored by geography to provide differentiated solutions based on need and current level of sophistication, empowering Monsanto teams around the world to proactively and strategically pull different channel levers to meet the needs of various audiences and more successfully manage conversations about the brand.

9

digital user profiles and digital
experience maps developed

12

software capability categories assessed
for maturity per geography

11

tailored solutions for
individual geographies