Caterpillar

Connecting with global customers

We work with this global brand on a huge range of international projects. On every platform and every channel, our success always comes down to forging meaningful connections with their customers. By understanding their customers’ challenges, we can show that Caterpillar provides solutions.

European digital marketing campaign

When Caterpillar launched a new line of mini excavators, we led their biggest ever European marketing campaign to promote the range.

We surveyed customers in different countries to find out what inspires and frustrates them about their work. We also spoke to Caterpillar dealers and customers to hear their insights and experiences.

This information fed into a robust campaign and content strategy that would resonate with Caterpillar’s target audiences. Our team created everything from films and social media assets to landing pages, blog articles and digital ads. The campaign was divided into three periods of activity, so we enhanced our approach each time, based on the data, to build on our success.

Connecting with retail customers

Caterpillar wanted to build a relationship with their customers beyond a one-off sale. There are many ways the brand can support customers who own their machines, and Cat needed help to demonstrate this. That’s when they asked us to help. We worked on various projects with different areas of the business.

With the retail team, we developed an ‘always-on’ marketing strategy instead of their usual approach of bursts of activity. Yes, we still made a noise about one-off special offers. But, in between, we created brand films as well as content to promote financing options and offer health and safety advice.

Then we helped to increase website registrations for genuine Cat parts. We handled every stage of the process from the strategic approach and campaign planning to designing creative concepts, building the assets and implementing the campaign.

Reaching the Indian market

When Caterpillar launched a new model in India, we worked with the marketing team to provide a marketing campaign that would resonate with their target audience. This included a strategic proposition, creative concepts and a toolkit of assets that dealers in India could adapt. The toolkit had social media templates, brochures and communications best practice guidance.

Franchise candidates

As well as helping the brand to connect with customers, we also worked with them to recruit more businesses to their international dealer network. We articulated the benefits of the network in a compelling way to inspire people to join the Cat family.

Having worked with teams across this brand on such a variety of projects, we feel like we’re part of the Cat family, too!