Controlling Global Growth with a Digital-First Strategy
Ginseng Board of Wisconsin
In a world of imposters and copycats, we are driving global social media users to explore 1,500 square miles of a legendary slice of Americana.
Wisconsin-grown ginseng was facing several challenges; the market is flooded with counterfeit ginseng, undermining consumer trust in authentic American ginseng; Stringent regulations complicate exports, making it harder to compete internationally; Many consumers are unaware of Wisconsin ginseng's superior quality, leading to lower demand; And competition from established markets in China and South Korea makes it difficult for American growers to gain market share. With the launch of realwisconsinginseng.com and a bold approach to consumer education -- this digital-first strategy is putting Central Wisconsin on the map.
Marathon, Wisconsin
Services: Research & Planning, Digital Brand Sculpting, Public Relations, Video, Print, Campaign Development, Website Development
How It's Going
39%
Engagement on Summer Campaign
30.2m
Brand Impressions
+487%
Increase in Social Media Followers
189%+
Annual Website Traffic
+487%
Social Awareness
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Part of the challenge with an ingredient like ginseng is that so many consumers simply don't know what it is or how to use it. Developing traditional recipes that are familiar to audiences but taking them up a notch by including Wisconsin Ginseng helps chefs, athletes, home cooks, and parents ease into learning about using ginseng without any extra pressure of trying a whole new meal.
​Working with GBW leadership to create easily interchangable brand assets, integrating digital marketing campaigns with both domestic and international tradeshows, helped to align employees, partners, and consumers with a unified Ginseng Board of Wisconsin brand.​​
The Ginseng Board of Wisconsin partnered with Field First to create a global-facing video campaign that made Wisconsin ginseng feel more approachable, modern, and relevant to everyday life. The challenge was balancing credible health and agriculture messaging with consumer-friendly storytelling.
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Across a multi-day shoot in central Wisconsin, our team produced brand films, social clips, recipe content, wellness explainers, and grower stories designed for websites, trade presentations, and international marketing efforts.
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To keep the content grounded and trustworthy, we paired real growers with healthcare professionals, dietitians, and home cooks blending science, lifestyle, and agriculture into one cohesive story. We also moved recipe production into a residential kitchen environment to create a warmer, more relatable tone.
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The final result is a flexible storytelling platform built to help Wisconsin ginseng connect with modern audiences around the world.
