Scaling Farmer Lead Acquisition
dau partnered with Grow Indigo to design and execute a performance-led paid media strategy focused on generating high-intent farmer leads for its carbon farming program. The campaign prioritised geographic precision, relevance, and cost efficiency across agriculture-intensive districts.
Project Overview
About The Brand
Campaign Objective
Acquire high-intent farmer leads for Grow Indigo’s carbon farming program through Meta advertising campaigns while maintaining strong cost efficiency and lead quality benchmarks.
Campaigns Executed
Meta Lead Generation Campaigns
Geographic Targeting Strategy
Creative Reels & Static Ads
Lead Quality Optimisation
The Advertising Environment
Grow Indigo operates in a performance-sensitive agricultural category where:
Audience targeting must be geographically precise
Education and awareness influence participation
Lead quality directly impacts program scalability
How dau Approached the Campaign
Key Strategic Elements
- 1Targeting agriculture-intensive districts across Haryana
- 2Clear, income-led messaging around carbon farming benefits
- 3Creative formats aligned with rural engagement behaviour
- 4Audience segmentation focused on farmer intent signals
Execution & Optimisation Framework
- 5Structured creative testing across reels and static formats
- 6Budget reallocation based on qualified lead rate thresholds
- 7Continuous audience refinement to improve intent alignment
- 8Ongoing performance monitoring balancing volume with quality
Performance Outcomes
25.85%
Qualified Lead Rate
1.52%
Average CTR
48.58% Improvement
Cost efficiency across campaigns
Why This Strategy Worked
Geographic precision ensured strong local relevance
Economic value messaging strengthened participation intent
Structured optimisation improved the qualified lead rate
Performance discipline ensured sustainable scale
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