In 2024, I led the creative development of an awareness campaign to promote ADM’s redesigned Pet Nutrition Customer Academy, helping to establish ADM as a thought leader.
Paid Social Media for LinkedIn
Pet Business Sponsored Publisher Email
Integrated Media Work
Redesigned Website
The Approach
Acting as both a creative director and copywriter on this campaign, I led the creative work from ideation through final delivery. The team at ADM developed a suite of 37 assets to cover digital placements, promotional pieces with seven different industry publications, a suite of emails sent through SalesForce’s Pardot program, and materials for trade shows.
Collaborating with our digital team, I also helped write and redesign four high-level landing pages on ADM’s Pet Nutrition Customer Academy to improve their user experience and SEO value. These pages were what the awareness media campaign drove towards and house a wide range of preexisting assets ADM’s pet nutrition team had developed.
By refreshing ADM’s website and developing a new campaign, we established the brand as a leader in the pet nutrition industry.
The Results
The brand creative is still in market and our media team is gathering results to report back in early 2025, but the client was immensely happy with the updated work. The refreshed Customer Academy helped establish ADM as an innovator and thought leader in the pet nutrition space and increased the monthly search volume and organic traffic coming to the site.
Jeff Girten 