The Edge of Farming
AGCO Challenger Website and Branding
AGCO is the largest, full-line agricultural equipment manufacturer in the world. One of their four core global brands, Challenger, is recognized as the leading-edge technology for farming equipment.
Building a Brand From the Ground Up
AGCO created a series of webisodes about real farmers who farm in extreme conditions. Stealth was tasked with creating a website to house the web series and deliver a strategy to maximize webisode views and to promote social media interaction.
Giving the Brand an Edge
To maximize exposure, Stealth recommended branding both the website and Facebook page by the program name The Edge of Farming rather than making it overtly Challenger-branded. This way, competitive tractor owners would be more likely to visit the website and engage with social media. The Edge of Farming became Challenger’s “Trojan Horse” to reach loyal John Deere, Case and New Holland owners using a product placement strategy — given that all tractors depicted in the web series were Challenger tractors.
Plant the Social Seed to Kick-Start Visits
A website was designed to appeal to ALL tractor owners, blending webisode viewing and integrated social media functionalities; online display and Facebook advertising was utilized to kick-start visits and views while social seeding catalyzed online dialogue to perpetuate engagement.
The Season for Success
AGCO renewed program for second season, based on results achieved.
- 87,270 visits
- 100,312 video views
- Average time on site: 5 min
- 10,912 ‘likes’
- Highest PTAT 13,000
- Highest viral reach: 385,000