John Deere - Tiktok & Meta Marketing Case Study
A tractor manufacturing company who just getting into a new market runs a successful marketing campaign with Tiktok & Meta platforms to increase its brand awareness and gained more than xxx reach & over 300+ video uploads to the Facebook page with a viral video campaign deginded by elymant.
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The Story
Branch
Digital Marketing
Project Types
Tractors & Accessories
Deadline
1 Month
Client : John Deere Sri Lanka
The Campaign
Next-level viral marketing on Meta & Tiktok platforms with elymant.
When we first met john deere Sri Lanka, they were just entered to tractor and accessories market in Sri Lanka. There were well-established tractor brands in Sri Lanka already. John deere was a little-known brand for Sri Lankan farmers. if they want to enter the market and be a success as a brand their first challenge was to increase their brand awareness. That’s when they reach us through a college (Chanaka Thilandra) of the company founder (Damith M Disanayaka).
The project was handed over to elymant and we had the challenge of designing a campaign that will engage Sri Lankan farmers actively with john deere social channels. Since the Sri Lankan farming community is not exposed to technology and social media that much.
The Challange
Sri Lanka is agriculture based country for centuries. But most of the agricultural technologies were recently introduced. And they are still in a transition period. Farming is done in rural areas such as North Central, Central, and Uva provinces. The farming community is still distant from social media and most elderly farmers don’t even use smartphones.
But when we are doing the marketing research before the campaign design, we identified most young farmers are using smartphones and use social media regularly. and we saw that they are proud to be farmers and post videos and content on social media all the time about their farming activities. This allowed us to design a marketing campaign around their enthusiasm and get them to engage in something they truly love.
The Challange.
Sri Lanka is agriculture based country for centuries. But most of the agricultural technologies were recently introduced. And they are still in a transition period. Farming is done in rural areas such as North Central, Central, and Uva provinces. The farming community is still distant from social media and most elderly farmers don’t even use smartphones.
But when we are doing the marketing research before the campaign design, we identified most young farmers are using smartphones and use social media regularly. and we saw that they are proud to be farmers and post videos and content on social media all the time about their farming activities. This allowed us to design a marketing campaign around their enthusiasm and get them to engage in something they truly love.
The Campaign Design.
With the ideas we got from pre-marketing research, we planned to create a festival of video creation. ‘ John Deere Bioscope Challange ‘ . We encourage our audience to create videos of their farming activities with John deere tractors. These videos can be anywhere from 1 min to 5 min and participants should submit the videos to John deere’s Facebook page and TikTok.
After videos are posted on Facebook they should ask their friends to comment and share them as much as possible. each week a winner will be announced and he will be given farming equipment or John deere tractor spare parts as a price. And the campaign will run for a 4-week duration and at the end, a grand final will be held and the winner of the contest will be announced. And he also will get a price. The winners will get these prices from the hand of area manager of john deere.
Ads Strategy
Sri Lanka is agriculture based country for centuries. But most of the agricultural technologies were recently introduced. And they are still in a transition period. Farming is done in rural areas such as North Central, Central, and Uva provinces. The farming community is still distant from social media and most elderly farmers don’t even use smartphones.
But when we are doing the marketing research before the campaign design, we identified most young farmers are using smartphones and use social media regularly. and we saw that they are proud to be farmers and post videos and content on social media all the time about their farming activities. This allowed us to design a marketing campaign around their enthusiasm and get them to engage in something they truly love.
Campaign Budget
The campaign budget was only 700 USD for ads, and with the prices value and artwork cost, it was a little over 2K.
200 USD was used in the first week to boost countdown posts and videos and the remaining 500 used were allocated to an entire month. If you wonder why 500 USD for a month, we knew once the competition started we will get huge organic reach with shares and engagement of the contestants. we only wanted a little push to run the campaign.
Promotional Content
Results
The campaign was a huge success reaching over 2.5 million reach across Sri Lanka. Gained more than 1k+ comments / 2k+ reactions and likes for most posts. And All the Social media channels got over 20K+ followers within the month. Over 200+ videos were submitted to the John deere Facebook and TikTok channels.
- 2.5 Million Reach
- 2K+ Reactions Per Each Post
- 1K+ Comments
- 20K+ Followers (1 Month )
