Case IH “Bring it on”
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. Our campaign rallying cry—“Bring it on”—covered multiple digital tactics, from paid social to email to content.
Objective
Shift perceptions around harvest parts—from commodity to value-add/competitive edge
Strategic insight
For producers that see parts as a commodity, education was required to shift perceptions. We couldn’t just push the product, price and promotions as in previous retail campaigns. We had to focus on brand story or education. What’s more, in a year that brought a less-than-ideal growing season, farmers were nervous about their impending yields; we had to show them that higher-quality, OEM parts could make a difference in their ultimate profits—and empower them to take on the harvest with gusto and confidence.
Tactics
- Video
- “Paid digital media
- High-value content
- Social media
Results
- 1.65% CTR on Facebook ads—more than double the CTR of previous seasonal campaigns
- 287K video views with a 59% completion rate.
- 451 ebook downloads