Faced with the challenge of attracting engineering talent, agricultural cooperative Arterris sought to overhaul its employer brand image. Aware that the agricultural sector suffered from stubborn prejudices among young graduates, the company needed a bolder communications strategy. The aim: to demonstrate that today's agriculture combines technical excellence, environmental challenges, and digital innovation. A strategy that repositioned Arterris as an employer of choice for ambitious technical profiles in search of meaning and positive impact.

Our vision of progress

At Oxygen and o3, we deployed an immersive brand content strategy to reveal the soul of Arterris. We designed an inspiring and unifying communication campaign, strengthening the group's appeal by promoting its human and cooperative DNA, while modernizing its image.

Our brand content program is built around the original #LaGrandeAventure concept, designed as a powerful lever for internal and external commitment. This storytelling approach enables Arterris to tell its authentic story through the faces that bring it to life: passionate farmers, committed employees, and inspiring ambassadors.

Storytelling puts the spotlight on passionate engineers, their concrete innovations and the tangible societal impact of their daily missions. This approach radically transforms the traditional perception of the agricultural cooperative, revealing its technological modernity and commitment to progress to attract young talent.

Our actions

Giving farmers a voice: a Brand Content program serving progress

Our storytelling approach places testimonials at the heart of our strategy. We have created a system enabling Arterris' 30,000 members and 2,300 employees to express their pride in their profession and their contribution to agricultural progress. This approach enhances the value of modern farming while fostering a sense of collective belonging. Authentic testimonials reveal how each player contributes to the cooperative's transformation.

The metaphor of an orchestra driving collective progress

To embody this evolving harmony, we created an inspirational film based on the metaphor of an orchestra. The message it conveys is one of harmony: evolving together, cultivating the same values towards a common future. This creation symbolizes the collective dynamic of Arterris, where each member contributes to global excellence. The film generated an exceptional response, reinforcing support for shared values and collaborative innovation...

Ambassadors to embody the brand's progress

We produced an original web series in which three local influencers spend five days in total immersion. They discover the trades, innovative products, and personalities that embody Arterris. This approach reveals the technological advances that position the cooperative at the cutting edge of modern agriculture. This authentic story, broadcast on Facebook, reaches a wider audience and creates new contacts with qualified young profiles.

The results

Media amplification and brand awareness

• 40 media coverage generated by the #LaGrandeAventure web series in the local and national press.

Objectives achieved:

• Increased awareness of Arterris beyond its home region

• Anchoring of innovative employer brand image

Digital performance and talent acquisition

Audience reached:

• 3.5 million people reached in total

• 600,000+ people reached in the Occitanie region

Impact on recruitment:

• Career site traffic multiplied by 4

• The number of applications tripled

Performance zone:

• Particular success in the Occitanie region, where Arterris has historically operated.

Awards

• Grand Prix Stratégies — Silver Medal ex-aequo

• Grand Prix for communication strategies / Public Relations and Relationships 

• Category: Digital influence

“Professional, creative and always ready to listen: o3 is a partner of choice for developing and consolidating an institution's reputation. The team was able to adapt to our level of maturity on the subject of institutional communication to help us increase our skills. Thanks to o3, Arterris benefits from excellent visibility and notoriety at the regional and national level” — Leïla Veillon, Marketing & Communication Director, Arterris.