Co-creation of soil health solutions through digital marketing tools: enhancing stakeholder engagement in the MultiSoil project

Soil degradation in agricultural systems is a major environmental and production challenge in European agriculture, requiring both technical innovations and participatory approaches that support real-world adoption and lasting impact (Bouma, 2014; Montanarella et al., 2016). The MultiSoil (Horizon Europe, Mission “A Soil Deal for Europe,” G.A. 101218951; https://www.multisoil.eu/) employs a multi-actor approach and a co-creation framework to develop, test, and demonstrate agricultural practices that enhance soil functional biodiversity and crop health (Leclère et al., 2023).

This contribution outlines the MultiSoil project's stakeholder engagement and co-creation strategy, highlighting the role of digital marketing tools in enhancing participation and interaction. Integrating face-to-face participatory activities—such as farmer-led workshops and round-table discussions—with targeted digital outreach can improve inclusiveness, accessibility, and continuity of engagement in sustainability-oriented research (Reed et al., 2018; Ingram et al., 2020).

We describe activities conducted by the Institute of Natural Resources and Agrobiology of Seville (IRNAS-CSIC) in Mediterranean agricultural systems, in which soil management practices, including organic amendments, biochar application, cover crops, and biodiversity-based management, are being implemented. These actions are supported by digital dissemination campaigns, tailored communication materials, perception surveys, and participatory dynamics shared through professional networks and sector-specific digital channels. This combined approach has increased both the number and diversity of participating stakeholders—particularly farmers—enhancing the representativeness of the co-creation process (Eitzinger et al., 2019).

Digital marketing tools are not used as one-way dissemination channels but as active co-creation instruments that support trust-building, mutual learning, and the emergence of communities of practice focused on soil health (Wenger-Trayner & Wenger-Trayner, 2020). The observed increase in stakeholder participation enhances the quality of social feedback, strengthens ownership of proposed practices, and improves the potential for scaling and replication.

Overall, this work demonstrates how integrating digital engagement tools can reinforce Living Lab and multi-actor approaches in soil science, helping bridge the gap between research and society and supporting the transition towards more resilient and sustainable agricultural systems (European Commission, 2021).

Acknowledgements
MultiSoil project (Multifunctional Soil Biodiversity: Unlocking Potential for Healthy Cropping Systems), EU Horizon Europe programme (GA No. 101218951). The local stakeholders involved in the co-creation activities are also acknowledged.

References
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