The Watch. Know Before You Grow.
Bayer Traits — The Watch Campaign
Helping corn growers move from assumed protection to informed decision-making by equipping them with predictive tools to understand and respond to evolving pest pressure before yield is at risk.
Challenge
Breaking the Set-It-and-Forget-It Cycle
Corn rootworm pressure continues to evolve, but many corn growers remain unaware of the specific risks present in their fields. As a result, farmers often rely on a “set it and forget it” approach to trait selection — failing to reevaluate strategies as pest pressures shift.
The challenge for The Watch operated on three levels: achieving Bayer’s commercial objectives, addressing the immediate and financial threat corn rootworm poses to farmers, and driving a behavioral shift toward proactive evaluation. The campaign needed to motivate new growers to sign up, retain existing participants and encourage adoption of a forecasting mindset in corn rootworm geographies. Ultimately, success depended on helping farmers recognize that ongoing monitoring — not static decisions — is essential to protecting yield.
Audience
From Reactive to Proactive
The audience consists of corn growers operating in regions where corn rootworm pressure is present. Many rely on long-standing trait decisions and are not routinely reassessing their approach, even as pest pressures evolve. To protect yield, these farmers need to shift toward actively evaluating risk and adapting their trait strategy over time. The audience includes both growers new to this type of forecasting approach and those who have previously engaged in monitoring efforts, making both acquisition and retention critical to success.
Solution
Staying Ahead of Rootworm Risk
HLK introduced The Watch, an educational and predictive program designed to help corn growers stay ahead of evolving corn rootworm pressure. Built around the principle Know Before You Grow, the campaign equips farmers with the tools needed to actively assess risk rather than rely on assumptions. Participants receive a free Corn Rootworm Pressure Starter Kit, including sticky traps and scouting guides, enabling them to track and measure pressure directly in their fields. By making risk visible and actionable, The Watch empowers growers to evaluate trait decisions, stay in control and protect yield potential as conditions change.
Results
Education That Converted
The Watch exceeded its participation goals, demonstrating strong engagement and relevance among corn growers. The campaign generated 1,553 sign-ups — a significant year-over-year increase — alongside high email open rates and low unsubscribe rates. Ninety-one percent of participants reported that the resources were highly informative and relevant, reinforcing the effectiveness of the program’s educational approach.