Cat Parts & Services
Problem
Audiences were not engaging with the formal language and content on Caterpillar's Parts & Service Facebook page.
Insight
The audience responds most enthusiastically to casual copy, memes/cultural references and information they can actually use. AKA, being spoken to like real people.
This strategy yielded:
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a 436% increase in net follows
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an over 90% increase in engaged followers
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a 200% increase in messaging contacts
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a 2% engagement rate on Facebook
Cat eCommerce
Problem
Current and prospective customers need to know about Caterpillar's eCommerce platforms and understand how the platforms' benefits differ from dealerships (brick and mortar locations).
Insight
While dealerships provide a nice social experience, eCommerce platforms provide ease, flexibility and convenience––all imperative to keeping a customer's project on track.
