Campaign
Cat eCommerce
Problem
Old-school customers were resistant to shopping for Cat parts online because they like the simplicity and human connection of the dealership (brick & mortar store) experience.
Insight
With an audience who has spent decades doing things a certain way, I knew asking them to do a 180 would be a tall order. Plus, they like going to their local dealership and chatting with their parts guys; after such a long time working together, Cat dealers have become their single source of truth. So, I wrote these deliverables to complement the audience's current habit of buying parts at a dealership.
The placement of the ads quite literally meets them where they're at (OOH/print ads for inside the dealership). And the messaging highlights the benefits of online shopping, without explicitly knocking the dealerships. Mentioning the dealership/dealer support in my copy was key in earning their trust. By reminding them that their trusted Cat dealers also trust the eCommerce stores, I was able to get them to even consider online shopping. Then, by mentioning the benefits of online shopping (that dealerships don't have), this made the case for why the audience could benefit from both the eCommerce platforms and Cat dealerships.
Campaign
Cat Electric Power
Problem
The audience is unaware of all of Cat Electric Power's aftermarket offerings.
Insight
There is no margin for error when it comes to maintaining continuous power. For some of the businesses in this industry, a power shortage could quite literally make the difference between life or death. So rather than just touting the features and benefits of Cat aftermarket services, I knew I had to tie it all back to maintaining uptime.
Once I appealed to our audience with my primary messaging, I had to further differentiate Caterpillar from competitors. I chose to highlight the partnership that Caterpillar provides. Not only is the audience getting the uptime and aftermarket resources they need, they have a team of experts they can lean on through the whole process. Solutions + expert support means they're free to focus on what's most important.
Social Media
Cat Parts & Service
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 far surpassed the client's goals, resulting in:
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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
