Farm to table transparency
Centerline supports IBM Blockchain as they build a self-serving digital journey for Food Trust integrated digital campaign launch
With early adopters such as Walmart and Carrefour, IBM Blockchain built a shared ecosystem of partners—and competitors—to bring trust and transparency to the food industry. The platform brings farmers, suppliers, manufacturers, and retailers together to drive visibility and veracity into all aspects of the production of food and its journey from origin to consumer.
To support the launch of IBM Food Trust, IBM Blockchain needed a comprehensive go-to-market plan that would pique interest in the solution and provide deeper information to guide potential customers through their purchasing journey:
The Food Trust team sought to answer a few key questions for potential adopters:
- Why should we care?
- What is the value of my business? Why does blockchain technology matter?
- What does the solution look like?
- How much does it cost? Will it save me money in the long term?
- How do I purchase the solution? How do I get started?
Strategically, Centerline was tasked with building deliverables to increase brand awareness and creating a self-serving digital journey to ultimately close deals and onboard customers onto the solution with ease. Creatively, Centerline needed to understand both the food and blockchain industries to help guide a grounded visual aesthetic and brand tone for the Food Trust launch campaign.
Understanding the Food Trust audience, go-to-market goals, and desired touch points throughout the digital journey, Centerline, working closely with the Food Trust team, built content recommendations with creative concepts and execution methods to inform and nurture Food Trust customers in this early phase of the launch.
Centerline leads became embedded members of the Food Trust team and were able to react and pivot content and creative direction based on our deep knowledge of IBM, blockchain technology, and the food industry.
Since the brand’s launch, Centerline created more than 17 pieces of engaging and informative content to support this offering. The plan supported the goal of answering the following questions posed by the IBM team, encouraging deeper learning, and empowering a self-serving digital purchase journey.
1 . Why should we care?
How well do we know our food?
Join the power of IBM Food Trust
Circling back to your community of food
2. What is the value of my business? Why does blockchain technology matter?
Value proposition digital pamphlets
Blockchain 101 for food people video series
3. What does the solution look like?
4. How much does it cost? Will it save me money in the long term?
Value assessment calculator
5. How do I purchase the solution? How do I get started?
How to join – how to purchase
How to get started – onboarding overview / what to expect
Personalized messaging, emotional narrative content, and educational overviews of blockchain technology made up a digital engine that drove this campaign to success. By the end of the journey, buyers were equipped with the information they needed to bring the power of the connected supply chain to their fingertips.
Since the launch of the campaign, Centerline has optimized existing content as the goals of the platform have evolved and the scale of the platform has expanded. To continually build the momentum of Food Trust in the market, Centerline and Food Trust partner to tell the customer’s story and celebrate their successes together through narrative testimonials.