ESN Smart Nitrogen Website Refresh
Website
2024 NAMA Award - First Place
ESN holds a unique position within the value-added nitrogen space with over 20 years serving broadacre agriculture. That position continues to hold importance thanks to its controlled-release technology, helping farmers reduce nitrogen loss and maximize their fertilizer efficiency.
As with any legacy product, Nutrien was challenged in 2024 to look for ways to breathe new life into the brand and its marketing. To address this challenge in a new, innovative, and relatable way AdFarm partnered with Nutrien to create an ESN granule character, called ‘Nitro.’ This approachable and playful mascot has become the foundation of the brand refresh and is showcased in most of our marketing materials, including the ESN website. Nitro has become a key piece to the ESN brand and has been successful in bringing new attention to the product.
To further enhance the brand’s standout presence in the industry, our redesigned granule made its debut as a 3D rendered character in a series of digital campaigns and on our website. To evolve the character and our site, we worked with our third-party animation studio to bring Nitro to life through animation.
To introduce the new animated character, Nitro, to the market, we redesigned the website and showcased Nitro on the homepage and all throughout the site.
The ESN website was updated, adding a new element to our character – movement, and we redesigned the website to be more user friendly. The aspects changed to enhance user experience were:
- Produced customer testimonials and prioritized them on the homepage
- Called out “Find a rep” at the top of the homepage
- Highlighted ESN’s benefits with our flag waving Nitro character
- Moved important customer call to actions to be front and center
Goals:
- Bring more value to the user visiting the site
- Enhance web traffic and improve time on site
- Increase relevance from all linked digital advertising
- Improve SEO to drive traffic growth
Please visit the site here to see the updated ESN website with animation: https://smartnitrogen.com/