REVITALIZING A BRAND IN A VITAL MARKET.
LiuGong has one of the strongest construction equipment dealer networks in Mexico, but they hadn’t supported the country with marketing for many years. Brand recognition was so low that our target audiences were unaware how much of a role LiuGong equipment had been playing in the country, including helping to complete some of Mexico’s most important construction projects in recent history. Knowing this, Nelson Schmidt built a campaign showcasing how LiuGong is building a better Mexico.
Seeing what our machines have done for others proved how much we could do for them.
GROWING AWARENESS BY SHOWING HOW WE’RE GROWING MEXICO.
To gain insights about the country and LiuGong’s challenges, we partnered with members of their Mexico-based team as well as with an agency in our independent network that had offices in the country. This collaboration led to the revelation that people were unaware of how active LiuGong equipment was in the country and the big idea to visualize the big work LiuGong equipment was responsible for. So while the competitors focused on showcasing machines, we instead centered our idea on what really matters: the things LiuGong has done to help Mexico grow and prosper.
By creating single structures out of many, we were able to quickly convey what LiuGong has done and continues to do in Mexico.
SEEING LEADS TO BELIEVING.
By stopping people in their tracks with visually arresting amalgamations, we were able to start bigger conversations. In addition to traditional paid placements, we used a wide range of marketing tactics to build awareness of and preference for LiuGong construction equipment in Mexico. From advertorials to sponsored emails to utilizing WhatsApp, the country’s preferred communication platform, we were able to build on our promise to be the most trusted brand to undertake the biggest and most important construction projects in Mexico.
RESULTS
LiuGong moved up four spots to achieve the 2nd highest market share in excavators in Mexico for the first time, showing that our campaign is driving sales.
This integrated international effort moved LiuGong up one spot to recapture the 2nd highest market share in wheel loaders.
In addition to building awareness, the campaign successfully drove our audience to engage with the brand, resulting in a 144% YoY increase in website users.