Driving Sales Growth
Drive product sales across targeted livestock treatment ranges during peak periods.
How a dual-stream reward strategy engaged producers and moooooved* the market and seasonal sales.
% Sales Growth
ROI
Operating in the competitive animal health industry, this client faced a familiar challenge: how to effectively engage and retain sheep and cattle producers across rural Australia while driving sustained product sales.
Their target market purchasing period is highly seasonal, with all sales tied closely to agricultural cycles, and often fragmented across regional and remote areas.
Despite offering proven livestock health solutions, the brand needed a way to cut through competitor noise, spark interest at the right time of year, and reinforce loyalty to its product range.
In addition, the brand recognised that traditional sales promotions were no longer enough to change behaviour or build deeper customer relationships.
The brand needed a flexible, scalable incentive strategy that could meet both immediate promotional objectives and support longer-term brand loyalty.
Drive product sales across targeted livestock treatment ranges during peak periods.
Build long-term engagement through relevant, rewarding experiences.
Elevate brand positioning as a high-value, customer-centric solution provider.
Points-Based Incentive Program: 212F designed and deployed a two-stream reward strategy tailored to change the behaviour and preferences of rural producers. The first stream, a points-based loyalty program allowed customers to accumulate points by purchasing eligible products, which could then be redeemed through a curated online rewards catalogue.
This ongoing stream ensured year-round engagement and appealed to those looking for consistent, cumulative value. With over 2,000 producers registered and hundreds of redemptions processed, the loyalty program established a strong foundation of brand engagement.
Personalised & Desirable Rewards: While the initial promotions primarily offered e-vouchers, functioning as a simple cashback-style incentive, this approach lacked the personal relevance and tangible appeal identified as key drivers for engagement.
Recognising this, we took a more targeted approach in the following year by tailoring the rewards to better align with the interests and lifestyles of the primary audience,; producers and farmers. A demographics specific curation of rewards that offered practical value and everyday usefulness, with the standout favourites being a portable fridge/freezer. Other popular reward items included branded jumpers and home security cameras.
Seasonal Promotional Campaigns: Alongside the loyalty platform, a second stream of short-term target seasonal promotions was launched. These high-impact campaigns focused on key product categories at strategic times of the year. Producers who met purchase thresholds received immediate-value rewards, such as electronics or branded gift cards.
With more than 1,800 approved claims and a 100% fulfilment rate, these campaigns proved highly effective in driving tactical product uptake and seasonal activation.
Experiential Tier: International Study Tour: To further enhance the program’s prestige and foster deeper channel partner engagement, a high-tier experiential reward was introduced in 2024. The client launched an international study tour, offering top-performing participants the opportunity to nominate a staff member for a hands-on, educational farming experience abroad. This not only rewarded outstanding performance, but also helped strengthen relationships with key partners and reinforce the value of long-term commitment to the brand.
The program was the cream of the crop!
