Taking seasonal ag products from commodity to value-add.
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.
Creative Services
Content & SEO
Email Marketing
Demand Gen
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Our objective was to shift perceptions around harvest parts—from commodity to value-add/competitive edge. We also needed to educate targets about the benefits of harvest prep/OEM parts to help drive traffic to the online part store.
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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.
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Facebook carousel ads and emails presented a compelling case for high-quality harvest parts to help combat timely challenges brought on by a particularly wet planting and growing season.
![](https://www.losasso.com/wp-content/uploads/2022/10/CaseIH_Image3.jpg)
An ebook—promoted via dynamic Facebook ads and available through a landing page—provided tips for “taking back your harvest”.
1.65% CTR on Facebook ads
smashed benchmarks—more than doubling the CTR of previous seasonal campaigns.
287K video views
with a 59% completion rate.
451 ebook downloads
and ~800 social reactions, shares and comments.