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.
Content & SEO
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.
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 brought 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”.
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.