As a generational shift occurred, and younger farmers transitioned into the decision-making role, the company that first introduced drip irrigation technology to the world over 50 years ago found themselves on the outside looking in when it came to reaching this new generation of growers. Netafim USA looked to the agency to help them reach this group of elusive young farmers more effectively. After developing a library of creative content and key messaging, the agency utilized a social media funneling technique to find an audience of potential customers with an interest in drip irrigation. Employing data reaped through paid social media, and website analytics, the agency tailored communications designed to appeal to certain customer groups and in turn, move them from brand awareness, to product consideration to consultation and eventual purchase. The knowledge was then used to create a blue print for micro-targeting of certain farming regions with location specific content. The multi-tiered campaign resulted in a significant increase in qualified leads and sales.