Partnership Overview

Learn how The Fertilizer Institute (TFI) refined its marketing strategy by assessing brand perception and messaging through consumer insights and video feedback with Knit. This helped TFI optimize its campaign, resulting in 14% more clicks, 130% higher engagement, and 62% more impressions, all with the same budget.

Partnership Overview

The Fertilizer Institute (TFI) represents the interests and needs of fertilizer producers, wholesalers, and retailers nationwide. As a trade association, FTI is charged with communicating the benefits and importance of fertilizer to the general public while advocating for the industry before Congress and other federal agencies.

Telling a compelling story is integral to TFI’s mission; so much of advocacy and consumer perception boils down to good branding. 

In 2024, TFI turned to Knit for help honing its messaging. The association needed insight into the effectiveness of its current messaging, recommendations on who its brand ambassador should be, and strong signal on which marketing channels are most popular across its target audiences. 

These insights would position TFI to improve general perceptions around fertilizer and strengthen industry advocacy efforts. With a precise understanding of exactly what to communicate in its marketing materials and where to share its message, TFI hoped to elevate the interests of fertilizer companies nationwide. 

As part of its brand perception and messaging testing studies, TFI asked respondents to:
• Provide feedback on TFI’s current messaging and positioning
• Explain their general perceptions of fertilizer
• Rate the impact of fertilizer use on the environment
• Weigh in on marketing concepts and taglines
• Identify which channels they most often use to consume information

300

Total Respondents

5

Day Turnaround
(Study Design > Report)

125

Voice of Consumer
Videos Collected

Why It Matters

Through quant + qual research, TFI was able to:

  • Identify which advertising concepts are most compelling to consumers
  • Pinpoint the highest-traffic, highest-engagement marketing channels for target audiences
  • Gain a complete understanding of consumer perceptions of the importance and environmental impact of fertilizer 
  • Identify gaps and problems with current messaging and positioning

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Campaign results

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TFI used these insights to power its 2024 marketing campaign, achieving:

  • 14% more clicks
  • 130% higher engagement
  • 46% more web views
  • 21% reduction in cost per click (CPC)
  • 62% more impressions

‍

Compared to its 2023 campaign. Notably, both campaigns used an identical budget. 

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From individual brand strategy projects to ongoing concept testing studies, the world’s best brands are scaling their insights with efficiency and ease through Knit.

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