IMPACT AG: ELEVATING LEADERSHIP IN REGENERATIVE AGRICULTURE AND GREEN INNOVATION

In 2024, Impact Ag Partners engaged RPR&Co. to build on the successes of the previous year by developing a refreshed brand strategy and elevating its profile as a leader in sustainable agriculture, natural capital investment, asset management, and decarbonisation. A pivotal moment in this collaboration was CEO Hugh Killen’s inclusion in The Australian’s prestigious Green List: Top 100 Energy Players in November 2024. This exclusive feature, Building The Green Revolution, spotlighted the trailblazers shaping Australia’s green energy transformation and positioned Impact Ag as a critical player in the future of sustainable agriculture and investment.

OBJECTIVE

Cement Impact Ag’s reputation as a visionary leader in regenerative agriculture and nature-positive investment.

Leverage Hugh Killen’s inclusion in The Australian’s Green List to align the brand with Australia’s climate-solutions narrative, and attract attention from investors, policymakers, and industry stakeholders.

Amplify Impact Ag’s visibility through cohesive branding, targeted media, and digital engagement, ensuring lasting reputational and commercial benefits.

HOW

Brand Strategy and Website Development

RPR&Co. developed a refreshed brand strategy tailored to Impact Ag’s evolving business model and expansion into new markets. Two modern websites were designed and launched, incorporating updated logos, visual branding, targeted messaging, and seamless user experiences. Professional visual assets and data-driven insights reinforced Impact Ag’s credibility and leadership in the sector.

Strategic Media Amplification

Hugh Killen’s inclusion in The Green List was positioned as a defining moment, spotlighting his expertise and leadership in sustainable agriculture. This recognition was amplified through The Australian’s extensive reach, including its glossy print insert, digital platform, and Business Review newsletter. The rigorous selection process, led by senior business writer Perry Williams and an expert advisory panel, underscored the significance of Killen’s inclusion alongside industry leaders like David Scaysbrook and Zoe Whitton.

Content Creation and Copywriting

RPR&Co. produced high-quality content for the new websites and external campaigns, addressing complex topics such as carbon credits, regenerative agriculture, and sustainable investment practices. Messaging was crafted to resonate with diverse audiences, including investors, policymakers, and industry stakeholders, while ensuring accessibility and clarity.

Digital Engagement and Social Strategy

The campaign capitalised on Hugh Killen’s Green List feature by promoting it across Impact Ag’s and Killen’s LinkedIn profiles, driving a 346% increase in profile visits and significant engagement with video content. Syndication to platforms like Agri Investor extended the narrative to niche audiences aligned with Impact Ag’s mission.

Narrative Development and Thought Leadership

Through ongoing media and thought leadership efforts, RPR&Co. positioned Impact Ag as a company at the intersection of profit and purpose, aligning its story with the broader narrative of building Australia’s nature positive economy.

OUTCOME

Brand and Website Success

Two cohesive, modern websites were delivered, reflecting Impact Ag’s growth strategy and providing a strong foundation for future engagement. The refreshed brand strategy aligned the company’s public-facing identity with its long-term vision, fostering trust among investors, stakeholders, and the broader community.

High-Profile Recognition

Hugh Killen’s inclusion in The Green List provided unparalleled exposure, cementing Impact Ag’s role as a leader in regenerative agriculture and green innovation. The feature reached more than 2.5 million readers, with prominent digital and print placements. The association with prestigious advertisers like Rolex and Tiffany & Co. further elevated Impact Ag’s premium identity.

Digital Impact

LinkedIn engagement soared, with Hugh Killen’s video post achieving 7,431 impressions and more than 22 hours of watch time. Unique visits to Impact Ag’s LinkedIn page increased by 78%, reflecting strong interest in its leadership and narrative.

Enhanced Brand Equity and Long-Term Influence

The refreshed brand strategy and targeted media efforts solidified Impact Ag’s reputation as a visionary company at the forefront of regenerative agriculture and nature-led innovation. This campaign not only enhanced Impact Ag’s visibility but also positioned the company and Hugh Killen as thought leaders, paving the way for future opportunities in forums, media, and investment circles.

KEY ACHIEVEMENTS

→ Successfully transitioned from a tactical media campaign in 2023 to a strategic brand and digital overhaul in 2024.

→ Delivered complex, high-quality content addressing the unique opportunities of Impact Ag’s business model and market positioning.

→ Cemented Hugh Killen’s and Impact Ag’s credibility through high-profile recognition and media amplification.

→ Elevated Impact Ag’s digital and brand presence, ensuring its leadership in sustainable agriculture and investment is effectively communicated across platforms.

→ Solidified the partnership between Regional PR & Co and Impact Ag, laying the foundation for continued success.