An expert in financing agricultural and construction equipment, CNH Industrial Capital realised that it was little known to its customers and prospects. It is often placed, rightly, behind the equipment brands it supports, such as Steyr, Case IH or New Holland. It was imperative to set up a campaign to promote its expertise and financial offers.
How can this brand exist in the minds of its potential customers? It has to be given awareness, but above all qualified awareness.
Numerous meetings were held between Agence Puck and CNH Capital to identify: what made up its positioning, what set it apart from its competitors, what its added value was, what image it should then convey.
After discussions, studies and the choice of objectives, we first focused on the content to highlight, followed by the choice of channels.
The strategy put in place involves the following stages:
- Creating strong graphic concepts
- Highlighting content for educational purposes
- Deploying the right tools : landing pages, advertorials, articles, interviews, testimonials, etc.
- Improving its search ranking (optimised SEO, SEA, etc.)
- Communication in sector media with a strategy of smart repetition
- Using the strength of partner brands to deliver its messages
