The Client
CASE Construction Equipment, in the earth-moving equipment sector for nearly 180 years, is a CNH Industrial Group company that manufactures and markets a full range of machines and solutions for clients, providing assistance anywhere in the world.
Services provided
The First Digital Launch
The presentation of a new product is the pivotal moment in which the brand conveys years of design in synthesis to the market: CASE, for the first time in its history, has chosen to do so exclusively online. Being confirmed as a supplier for the digital strategy was a great responsibility to which we responded with enthusiasm.
The launch of the new product required the development of a multi-language landing page which evolved in three stages:
- teaser, collection of registrations before the online event;
- launch, direct product launch and collection of commercial leads;
- post-launch, complete product information and possibility to request a demo.
AND EMILI took care of designing and updating the landing page, along with the set-up of the live streaming in six European languages.
Taking Good Care of Contents
AND EMILI was responsible for the creation of content concerning the launch of the new G Series Evolution Wheel Loader, such as the video teaser, used within the social media plan and for paid campaigns. During the product launch phase, we coupled the management of CASE's European social channels, which we carry out daily, with a media plan focused on the new product and the setup of the streaming channel, which was broadcasted live also on Facebook.
While the event was streaming on social media, we monitored the interactions, managed a live tweet and live Stories which told about the new product and the stages of the digital event.
We also took care of the creation of the invitation DEMs for the digital event and for the post-launch phase. AND EMILI provided CASE with a media kit for a coordinated communication, which included guidelines for employee personal profiles and e-mail communications.
Media Planning
The launch of CASE's new G Series Evolution Wheel Loader was accompanied, starting from the teaser phase, by Facebook Ads and Linkedin Ads campaigns aimed at attracting users interested in the machine and, after launch, in requesting a demo.
250000
Video teaser views
2000
Live streaming views
1200
Collected leads
Results
In the teaser phase, the video was watched by over 250,000 people. On the day of its launch, the landing page recorded around 2,000 visits in its six language versions. The event was also broadcasted on Facebook, on eight different CASE local Facebook pages. During the digital launch, over 1,200 leads were obtained with registrations from all over Europe.
In the Client's Words
« CASE si è adattata con flessibilità al cambiamento in atto a causa dell’emergenza sanitaria, realizzando uno lancio prodotto online. La sfida è stata quella di catturare l’interesse dei clienti e convincerli a registrarsi all’evento. Grazie alla strategia digitale studiata insieme ad AND EMILI, abbiamo ottenuto dei risultati sorprendenti per numero di partecipanti e per conversione dei lead presso i concessionari. »
V.I. - Brand Communications Manager, CASE Europe
