THE CHALLENGE

The Draft Virtual Sire Sale serves as a cornerstone event on the National Swine Registry’s annual calendar, connecting breeders, buyers, and industry stakeholders through a fully digital sales experience. As competition within the online livestock sale space increased and buyer behavior continued shifting toward digital-first engagement, the challenge was to create a campaign that stood out visually while simplifying the path from discovery to participation.

The National Swine Registry needed a system that would build anticipation, increase bidder engagement, and improve accessibility to sale information without sacrificing the professionalism and credibility expected from a premier industry event.

THE STRATEGIC APPROACH

• Cohesive Digital Campaign System A fully integrated marketing campaign was developed to support The Draft across social media, web, and digital catalog platforms. More than 120 custom social media graphics were created to promote individual lots, maintain consistent visibility throughout the campaign window, and encourage audience interaction through highly shareable content.

• Interactive Catalog Experience The sale catalog was redesigned as a hybrid print and digital experience, balancing traditional livestock catalog structure with modern user expectations. QR codes were integrated throughout the catalog, allowing buyers to instantly access lot videos and supplemental information directly from both print and digital formats.

• Interactive Consignor Map & Location Finder To further enhance usability, an interactive website map and consignor locator were developed to help buyers easily explore participating operations across the country. The tool allowed users to visually navigate consignor locations, access operation information, and better understand the geographic scope of the sale, creating a more connected and intuitive buyer experience. The map also served as a strategic engagement tool within the campaign ecosystem, providing an additional digital touchpoint that encouraged exploration and reinforced participation throughout the sales cycle.

VIEW THE CATALOG

SEE THE MAP