Case IH
Challenge
For farmers prepping for harvest, consumable parts—from chopper blades to paddle tines—are seen as a necessary commodity. But not all are created equal. During a particularly tough season, Case IH needed to prove the value of higher-quality OEM parts—and the service and support that comes with them. Objectives Shift perceptions around harvest parts—from commodity to value-add/competitive edge; educate targets about the benefits of harvest prep/OEM parts; drive traffic to online part store
Solution
Approach Previous retail campaigns mostly pushed product and special promotions—with little focus on brand story or education. For this campaign, we shifted our approach—delivering a concept that empowered farmers during a less-than-ideal growing season with a rallying cry: “Bring it on.” This umbrella messaging covered multiple digital tactics, from paid social to email to content. Facebook carousel ads and emails presented a compelling case for high-quality harvest parts to help combat timely challenges brough on by a particularly wet planting and growing season. An ebook—promoted via dynamic Facebook ads and available through a landing page—provided tips for “taking back your harvest”.
Results
1.65% CTR on Facebook ads We smashed benchmarks—more than doubling the CTR of previous seasonal campaigns 287k video views With a 59% completion rate Strong social engagement 451 ebook downloads and ~800 social reactions, shares and comments
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