We turned to video storytelling as a memorable way to communicate key messages that resonated with wholesale buyers and consumers.
As international and domestic demand for hazelnuts continues to grow, the Oregon Hazelnut Marketing Board (OHMB) had a desire to introduce and position its grower community as progressive stewards of the land, focused on quality, innovation and sustaining the legacy of hazelnut farming for future generations. Recognizing the rich visuals offered in the striking canopies of the nut orchards and Oregon’s Willamette Valley, we turned to video storytelling as a memorable way to communicate key messages that resonated with wholesale buyers and consumers.
We led the production of “Life in the Orchards,” a behind-the-scenes 2.5 minute video capturing pre- and post-harvest activity beneath the canopy of hazelnut orchards. The audio script spoke to the heritage of the industry by focusing on the multi-generational farming families, while honing in on messages and visuals of sustainability. Life in the Orchards was officially unveiled to growers at the Northwest Hazelnut Grower’s 100th Annual Meeting. In unison with the debut, we promoted the video across OHMB’s social media channels and conducted targeted outreach to local media and Ag industry influencers.
In a two week period we achieved:
- 1,181 full video views
- A reach of more than 25,000 fans from Facebook video posts, with people saying “I love the video” and “I need to buy some hazelnuts!”
- 12,501 tweet impressions
- Extended social media amplification through Edible Portland, Capital Press and local farmers as a direct result of our media and industry outreach
- During the same time period, Facebook accounted for 94.91% of website traffic referrals, followed by Vimeo (6.60%) and Twitter (3.77%).