Content-driven demand-gen for industrial rebuilds
Process
Audience research
Campaign planning
Content and video production
Social media activation
Campaign optimisation
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The Challenge
For Finning, the world’s largest dealer of Caterpillar machines, growing its rebuild service was a priority. While previous PR efforts had built awareness, sustaining momentum required a fresh approach.
Customers often saw rebuilds as a cost-saving option, but overlooked their sustainability benefits. Our research revealed that decision-makers considered environmental impact as much as cost. Yet many were unaware of how rebuilds bolstered eco efforts.
To drive long-term engagement, we needed to showcase the skills of Finning’s engineers; highlight sustainability benefits; and maintain a pipeline of compelling stories that would resonate with Finning’s audience over time.
The Response
We launched a long-term content campaign that put engineers at the heart of storytelling – capturing detailed case studies, video content and technical insights.
By identifying high-impact rebuilds across Finning’s network, we created a rolling pipeline of news releases, feature articles and social content. Sustainability messaging was woven throughout, ensuring alignment with customer priorities.
The campaign delivered 52 media placements, 1.75 million social impressions – and a very hefty sales pipeline.
