AGCO created a series of online videos focusing on real farmers who grow and harvest crops in harsh environments. The extreme conditions demonstrated their need for heavy-duty farming equipment that was up to any challenge.
Stealth was tasked with creating a website to house the web series and deliver a strategy to maximize webisode views and promote social media interaction.
What Was Our Approach…
To maximize exposure, Stealth recommended branding the social media and website with the program name, The Edge of Farming, rather than fully branding as Challenger. 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.
…And How?
We created a new website designed to appeal to owners of all tractor brands—not just Challenger—and integrated social media functionality to encourage engagement. Display and Facebook advertising was used to kick-start visits and views. As planned, the site became a hub for online dialogue and interaction between members of our target audience, stimulating interest around the core elements of the Challenger brand.
RESULTS
87,270
Website Visits
100,312
Video Views
10,912
Facebook “Likes”
385,000
Highest Viral Reach
Average Time on Site
5 MINUTES
Highest PTAT
13,000
(People talking about this)
AGCO is the largest, full-line agricultural equipment manufacturer in the world. One of their four core global brands, Challenger, is an industry-leading maker of tech-packed tractors and other farming implements.