Church & Dwight, through Arm & Hammer, promoted the "Dry Cow Know-How" campaign to position itself as a leader in animal nutrition and dairy farming. The goal was not to deliver another lecture, but to transform a technical and dry content into a dynamic, accessible and high-value experience. The response was a live show with an interview program format, featuring five speakers, a well-crafted set design, multicamera filming, and professional streaming. The overall conceptualization and production were complete: from the design of the conversational format to the studio logistics and execution on-site, with the audience at the center.
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The challenge
That the technical content is engaging
Communicating specialized knowledge —such as the nutrition of dry cows— has a problem of form more than of substance: the content is valuable, but the usual format, a technical presentation in real time, is dense and difficult to follow. Arm & Hammer didn’t just want to convey information; they wanted to establish themselves as a sector leader by doing so in a way that would appeal to a demanding professional audience. The challenge was twofold: turning technical content into a dynamic, accessible, and participatory experience, and doing so with production of the highest standard, capable of reflecting brand authority and functioning flawlessly in a live broadcast with several speakers.
