The challenge

Syngenta — and the millions of farmers the company supports — faces a tough balancing act. How do you feed a growing global population while reducing agriculture’s environmental impact?

With farming contributing a whopping 22% of global greenhouse gases, and with half of the world’s farmland suffering from soil degradation, Syngenta needed to call attention to soil health solutions in a new, sustainable way. 

The company needed to tell the story behind soil science to engage non-scientists — farmers, policymakers and everyday consumers. Syngenta needed to promote the mission of preserving one of the planet’s most valuable resources — the soil on which all life ultimately depends.  

The solution

To tell the story behind regenerative agriculture, we created the “Digging Deeper” content series: a fresh take on soil science that doesn’t require a PhD to understand.

In it, we explored different aspects of soil health through journalistically reported articles, documentary-style videos and strategic social media content, as well as executive thought leadership with Syngenta’s CEO. 

Our team hit the road, reporting from farms and research facilities in Switzerland, Illinois and Colorado — working closely with experts to create content that’s scientifically sound without looking like a textbook. 

The impact

The campaign brought Syngenta’s scientific expertise into the global spotlight, establishing the company as a key authority on sustainable farming in the minds of farmers and consumers around the world. 

Strategic amplification across LinkedIn extended the campaign’s reach, racking up more than 215,000 impressions. Individual articles drew thousands of readers, and posts consistently generated between 4,370-4,600 engagements.

By combining scientific expertise with thought-provoking storytelling, we helped Syngenta communicate its mission of “feeding the world while respecting the earth” — securing the company’s status as a leading innovator in sustainable agricultural solutions.