Soils are at the heart of major planetary issues such as food security, the quality of ground and surface water bodies, climate change and biodiversity.  They constitute a natural resource that must be saved and valued effectively and sustainably.  Their formation is very slow, but their destruction can be rapid and almost irreversible.  Waterproofing, erosion, drop in organic matter content, contamination, compaction, salinization, acidification… It is precisely to these threats that EXLTERRA technologies respond in a permanent and accessible way.

In the spring of 2022, we clarified EXLTERRA’s positioning as follows: “Preserving World Soils for Human Life”.  After communicating the direct benefits of each of our technologies, with a focus on certain key industries (such as the golf industry with GEPS®) over the winter, we start rolling out a new LinkedIn campaign this spring that establishes and develops a more defined positioning.

The set of visuals, which will take us until the end of the summer, includes four types of posts: an umbrella that explains the positioning and introduces the three EXLTERRA technologies, then a variation for each set of soil problems that the EXLTERRA technology addresses: rain- and underground water management, soil nutrients and underground biodiversity, and soil pollution (chemical or radioactive). 

From time to time, we will add a lighter tone with a post that gives an accessible and lively personality to the brand, and plays down the complexity of the solutions needed to permanently address threats that were previously considered impossible to solve.  Of course, these are organic posts on a Company Page, which the LinkedIn algorithm does not generally favor if not sponsored (paid for). 

So we do not expect to generate a global buzz with this campaign.  But we make our page live and we recorded rather positive reactions.  Stats show we are steadily gaining in visibility and engagement. We have started to see more and more people reacting and reposting our brand, and journalists have started to contact us spontaneously to write articles, which is very encouraging.