Cat Parts & Services
Problem
Caterpillar's Parts & Service Facebook page was getting very little engagement.
Insight
The stiff, formal language and text-heavy content of the Parts & Service 1.0 page wasn't evoking a response in the audience. We determined that what the audience does respond to is 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
Caterpillar needs to raise awareness about their eCommerce platforms without cannibalizing their dealerships (brick and mortar locations).
Insight
Despite both selling parts, Cat dealerships and eCommerce platforms provide different benefits. While dealerships provide a nice social experience, eCommerce platforms provide ease, flexibility and convenience––all imperative to keeping a customer's project on track.
